How to Use AI to Create a Sales Playbook (Step-by-Step Mini Course)

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ing to you. If you don't have: 1520

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Identify what the most common objections are. Create rebuttals for those objections, and just generally level up your entire sales team and your own sales acumen. So today, what I'm going to do is I'm going to walk you through how you can use a couple tools to help you automate some of this process. And I'm going to use one of my clients real life examples and show you how I would do this for them, so you can replicate and dive in.

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Hey what's up? I'm Ray green, former executive turned nomad entrepreneur. In my career, I've turned around eight sales teams. I was the managing director and oversaw a national small and mid-sized business for the U.S. Chamber of Commerce. For a decade. I led turnarounds for investor groups as a CEO, and for the past five years, I have consulted and coached and done some fractional engagements with hundreds of B2B companies from Cabo, where I live with my family.

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So you could say, I know a thing or two about sales processes, sales teams, and scaling sales up. What I'm seeing happen with AI right now is so fun. It is so cool to see what the capabilities are now. I'm really excited about the future. There's going to be all sorts of things that I see coming out today that I know.

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And what I'm going to do today is walk through how you can take just a handful of good sales calls and turn that into a good sales playbook that you can use to train your salespeople and coach salespeople and start to identify what the top objections are, even build some playbooks and some rebuttals around those. So I'm going to share my screen and we're going to dive in.

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I'm going to show you step by step. I'm hitting record and I'm sure my video editor will clean this up, but this is going to be me going through it step by step, completely unscripted, exactly how I would do it. Let's dive in. So what we're going to start with is we're going to get these calls. We've got three calls and we're going to plug them into a program called descript.

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And the reason I used a script is because it not only because it transcribes the call, as you'll see, a lot of programs transcribe calls, though. But what it allows you to do is actually edit the, the call based on the, the transcript. So I can actually just copy and I can cut text out of here.

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And it cuts that part of the video out. So I can edit video by editing text, which frankly is pretty cool. Okay. Now when you're loading these up, one thing I want to know is it'll ask you how many speakers are and you want to put the number of speakers because you want it to. It's going to ask you to identify each speaker, which, which helps a lot, in the transcript, because you're going it's going to automatically put the name of the person who's talking, and that's going to help AI in the process.

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Okay. So and here you can see it says identify speakers. What you want to do is click here. So we're going to call that the salesperson I suppose he was going to say empty space.

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I don't know if that's right. Let's see. I think.

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You might be I'm here.

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Okay. Now we're going to say salesperson.

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That's why I had to get a Fitbit. I mean, I have event in the past, right? But I would just usually display it. So it was like, okay, I don't really need a bed. But then when I started with 85 and 90%. So let me begin by saying that in preparation for this call, I told the team to kind of open for questions.

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Yes, yes. So the.

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It sounds like the person.

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I like I like where this is going on what we're talking about. Thank you, thank you. Yeah, I'm, I'm very hard about that. Early days. Not so much. Folks are definitely.

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All right. So what this has done is basically created a transcript. And who's talking okay. Now what we want to do basically is and I've got this set up for all three of them okay. Like so all three are going to be doing this. And I won't make you watch the, the process for for all three of them.

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But you really want to get to a point where you're kind of cutting out, you're cutting out all the noise, right? Like you want to you want to give I the the best part of this. And so you are actually editing the video to a degree, when you're, when you're cutting some of these spots out. But I want to get to like the meat of this.

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And so I'm going to look for let's see and look for where does the presentation start. So like right here he's building some rapport. Now, one thing I would add in this is you know, when you're looking at the transcript, cut out anything that's not you don't want to get into a playbook, right. Like if you've got payment details at the beginning, if you've got a lot of back and forth, if you've got a lot of irrelevant information that's starting at the beginning of the call.

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That's why it helps to get good calls, like to begin with, and get them with your, you know, like ICP, like ideal client profile, like really good clients that are, you know, making the most money or are the easiest to work whether you get the best results with like that's how you really want to load into this.

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But what you're cutting out isn't just space. It's like, you know, a lot of times there's a bunch of, you know, irrelevant stuff at the beginning of the call. So just cut that out or payments or anything like that. Later in the call. So you know what? I'm going to leave that like he seems to be. He seems to be good on on rapport building.

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And I'm assuming that segues into, into his sales process. So, so we're going to take that. And now we have one. Now what I'm going to do for all three of these, I'm going to actually add them to a Google doc. Right. Like I'm going to take the and they hit publish and export the transcript. And I want the speaker labels on I want them, you know, let's put it right over here.

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So we'll do call one. We're going to hit desktop.

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So now we have that transcript. Now that's done. What I'm going to do is I'm going to hop over here. I'm just going to copy and paste it. We're going to call one and drop this down and simply paste it. Then we'll do call two and we'll do all three. You just want to cut out anything that doesn't feel like it's part of the sales process.

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You know, like you want I to pick up the the patterns that you really want it to have. Okay. So now as you can see, we've got a lot of transcript. Okay. We've got a lot of, of text to use. Separated just here by call one. Call to call three. All right. But we've got these transcripts that are built.

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Turns out to be, you know, look, and it's 91, Peter. So this isn't this isn't nothing. But when you when you put together a lot of these long, consultative, sales like, this is what it's going to look like. So now what we want to do is we want to find a prompt to turn this text, to turn these transcripts into something meaningful, into something actionable.

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So now what we're going to do to turn that into something useful is we're going to use some of the prompts that I have that I put into a newsletter a little while ago. The first thing we're going to do is we're going to take this transcript. I'm going to use it for research and development, and I have a prompt already written here that I'm going to use.

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The the part that's highlighted is and we'll link to this in the video, but the part that's highlighted is what you need to to customize. And I'll change that in this example because the calls are not for my business. They're for somebody else. And we're we're going to build them a playbook. Really cool one. So let's what's the hop over here?

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Let's use this. So we are a and what I'll, what I'll put is, and this is not my business. A marketing agency that helps doctors and practice owners generate more leads with paid ads and improve their SEO. Perfect for a client for us. Tends to be a US based or a UK based. Doctor, I will say a private practice doctor.

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Chiro Proctor or dentist. And we help them.

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I'm going to say generate new leads and grow their business with better digital marketing strategies and tactics. Especially by incorporating AI into those strategies and feedback loop. Below our transcriptions of we're gonna say three calls because that's what we have. Please analyze and look at these as a high performing 20 year sales and marketing veteran in that industry.

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Right. So saying pretend you're a 20 year sales and marketing, master in that industry, share any patterns and insights you may get. And then we put this below. Copy and paste. We may run into a, white issue. Okay. So little pro tip here. GP2 splitter I'm gonna link to this as well. And what we do is, basically we're split this into 12 parts.

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We're going to. Sorry, new chap.

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So now we're using GP2 splitter, which is going to help split this prompt up into something usable. And it just makes it super easy to put this together. So we're going to go through and copy looks like a burger up into the 12. And wait for it to tell me that it's been received a lot of text. It's a lot of data.

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Okay. Now we've plugged this all into the GPT splitter. Now what I'm going to do is I'm going to come back to my prompts up here, the original one that didn't quite work because it was too long. And I'm going to copy and paste that prompt into here. So what it's seeing it's analyzing this calls it's analyzing the transactions.

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And it's saying all right what are some patterns. What clients are consistently concerned because we're asking, you know, hey, what are the patterns where the insights like what can you tell us about our customer? Well, we're concerned they're consistently concerned about generating more leads and sharing digital presence. This may give some examples. They give some pain points.

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Budget consciousness. Okay. I spent money before and didn't see the return. Oh that's great. That's I mean, that's that's excellent to know from a sales standpoint. Like we want to proactively get ahead of that in the sales process. Technical knowledge gaps. Right. So there's we're targeted to in this case, you know, doctors or practice owners and they they know their space.

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They probably don't know the space very well. Of what I'm starting with, with a new practice, long term growth concerns. And so here we get into some, some challenges. So what this is going to do is this is going to start to take what's actually happening in your sales call and really give you some actionable insights that you can extract from them.

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So this is how you turn your sales calls. Basically into a new channel. The next thing we're going to do is we're gonna build a sales playbook from this. Right. And what I mean by that is we want to use these calls as an outline. Right? Like we want to make this process somewhat repeatable. Now, you know, like, what if we want to hire a salesperson?

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Or what if we wanted to remove the founder from the sales process or what? Or what if we were just getting ready to scale the sales team? Then what you're going to want is some tools, some infrastructure, and a foundation for a repeatable sales process that starts with the sales playbook. So what I'm going to do here is I'm going to take the prompts from the same article that I have, and I'm going to, I'm going to build a sales playbook.

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Right. And you know, if if the calls are run well, you can use them to build the outlines, but let's try it. Let's plug this in and see the calls. Yeah. Through the through the lens of a veteran sales manager. Please include key sections like, but not necessarily not limited to. Let's see what it gives us.

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Okay. So this is what we just we just got from this prompt. And I haven't even read it. This is the this is the same thing. And what I can tell you and watching this right. And watching this you know, give me back the feedback. This is a really good start. So first of all, what you've what you've got is at least the beginning of, of a defined process, you know, so you've got a framework, your, your framework is, you know, preparations.

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That's something I always start playbooks with. I know it sounds obvious, but but something that's really overlooked quite often. Well, how do you get the call started? How do you take control? Like in the, in the introduction discovery. Right. Like, how are you going to go through and diagnose what the problems, the pains, the, the challenges are?

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Right. And so it says this here, give some some good core questions to, to leverage, you know, and in a consultative sales process, you're, you're not you're less worried about scripting and you're more worried about the guidelines and the framework, because two people can read the same specific thing in a consultative sales process. And, and it comes out very differently.

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So a lot of this is really like this is goal oriented. Like we know what the goal is. We need to uncover this. And these are the different questions. And you may go in a different order. You may not ask all of these questions. You may have to dig or double click on certain questions. So this is just a good a good framework.

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But these are good questions. That you can you can use later. Right. Like have you set aside a marketing budget. This comes up later with the objections and then the presentation. Right. So this is the core. This is after you've diagnosed, after you've done discovery and you've got your your objective here. It adds in some objection handling.

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And you know, I've tried this before. It didn't work. Yeah I hear this a lot. Can I ask what didn't work? Okay. I like this because it's question based. Now it asks a question that goes into a statement. So, but I you know, typically the best way to address objections is, is question based. So, you know, like the, the start of this worry about the cost.

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One of our clients love we start small and scale based on what works this way. You're not spending more than you need to. You've got your closing and security commitment to move forward. All right, follow up, send a recap. Schedule check ins. There is one thing like I'm looking here. There's you know, there's a few tweaks that I may make.

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But one thing I'll say is I like being nice to. I. By the way, you know, what I want is going to be running the world. This is helpful. Thank you. Can we add in, closing section a piece for bam bam. Okay. Hearing from a meeting, we want to book the next call while we have people on, phone that's just a sales rep.

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So just adding us, and I just I want to see how it responds and see what it adds, and. Okay, so now we've got a new updated closing section. So confirm agreement now down the next step okay. So an immediate confirmation. So if we want to go back and adjust. So I just I just wanted to see how it was going to going to respond.

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But you have here basically a the guts the the framework to a sales playbook. Now what you could also do if you if you want to go in and really, you know, really challenge this is you could say, you know, I would like to see I would like to see more discovery questions I could be asked that could proactively address the most common objections.

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Can you suggest some? Please be nice. Come on. What I'm trying to do is get questions that proactively get the objections before the objections become objections like that. The best time to handle is when they never come up. Okay. And this helps us do that. So you could go back in and you can keep prompting it to to refine this thing.

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But what you have here is the the beginning, the making. This is well over half way of a of a playbook. This is a lot more of a playbook than frankly, a lot of small businesses have today. And we've we've whipped this out and you know how long it'll be on the video, but, you know, in 20, 30 minutes, so what we can do is, is come back here and say, you know, I want to I want to leverage this and build an objection handling playbook.

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Right. Like I want to dig deeper into that. Well, kind of like what we did with the discovery questions. We just come back and I've got a prompt here based on your analysis of calls. You know, in the industry, you know, in the marketing. Industry where you were basically a badass sales manager, right? And then down here, you know, you can pick your style of sales, you know, pick a Alex Formosa or Jordan Belfort or Zig Ziglar or a Ray green.

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Pick your poison out and, you know, go ahead and plug this in. Now try to build a an objection handling playbook. You know, we want to we want to really dig into this section and let's see what, what it gives us here. I'm not sure we can afford this here completely understand when you practices are mindful their budgets, especially when starting new.

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Let me ask you this. If you could reliably generate X number of leads, would it be worth it to your business over the next 6 to 12 months? You feel this could be a spur investment to help you reach that goal. That makes perfect sense. You may want to make you want to make sure it's the right decision.

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Out of curiosity, what's the most important thing you'd like to talk through with them? Maybe I can give you additional info or clarity to make their conversation easier. Yeah, that's really what I just want to force that conversation now. So this is good. So you've got the beginning of, of an objection handling playbook here. And, you know, I would I may come back to this, like, with some follow up prompts or refine a few, and say, you know, can we adjust it based on this?

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But if you're operating today without a playbook and or a defined process or something, a coach or salesperson with or something for your sales person to go, oh, I should be using that or something for you guys to use in meetings to reference and train on. This is going to be this is going to be huge. And then we've got, you know, some more prompts here, like here's this is an interesting one.

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We can actually use these transcripts to start to create content that gets ahead of objections that you can share in the booking funnel before somebody shows up. Right? So for example, I actually use this example in here is I have a podcast and I basically reference in here a story where, you know, we watch somebody get their their truck stuck in a beach and, you know, in the sand and they start spinning our wheels, they start Fornite.

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They, they all they do is dig themselves further into a to a hole. And, you know, we went out a couple doesn't know like that. We've been cottonmouth, on the beach before. So we know like, hey, you got to shake it loose. You're going to flat deflate the tire. You got to put something underneath that thing, like there's there's a you're doing it wrong.

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Right. So I share that in a podcast because my salesperson at the time said, hey, one of the objections I'm getting is I need to go get more sales before I can afford you guys to help me improve sales. Right. And so what I, what I was doing was using a metaphor, using content that I could share before they even showed up to the sales call that said, hey, by the way, like, you don't need to wait for the thing that doesn't work to start working in order to learn or get the solution that you need to make it work, right.

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That doesn't make that doesn't make sense. But oftentimes you need to share that in an like in a form in an environment where they're going to be more receptive to it because at the end of a sales call, when you're saying, you know, I need to do this, it was always a little bit more tension. There's always a little bit more friction.

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So if you can just have your content, do it before you even shop, even better. And so I've got a prompt in here that you can, you can do that and use this as an example. You've got a prompt here that you can you can use to do that. And this is just a sample of the many ways that you can use the work you're already doing.

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If you're recording sales calls leverage it here. Right. Like if you've got your playbook now, you can take the, transcripts and say, how did we do in following the playbook? Right. Like you can get some support in your coaching as you're going through so many ways to use this is really exciting where it's going. And this is just a sample.

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And I hope it's really helpful for you, as you know, an entrepreneur or a business owner or a sales leader, to just like start thinking, Holy shit. Like, how else can I leverage this going into the future? Because the the game is definitely changing. I hope this has been helpful to you in in some ways. If it has, feel free to subscribe to the channel for more business and sales tips.

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Otherwise, adios!