SALES

A backbone for the conversation, not a pre-scripted monologue.

Good reps sell differently, but they all follow the same structure. We design playbooks for discovery, demo and objection handling that get new reps up to speed faster and keep experienced reps sharp. Not an 80-page document that ends up in a drawer, but a working guide that travels to every call.

Book a strategy call Take the Maturity scan first

What do you get?

01
Discovery playbook Conversation structure, key questions per ICP, how to uncover pain without interrogating the prospect.
02
Demo script Frame, anchor points and the three moments where you land an aha moment.
03
Objection handling The top 10 objections in your market, with a response that brings the conversation back on track.

The observation

Four moments where a deal turns, and most reps never notice.

Discovery and demo conversations are where the most gains can be made. We take a different approach: we start by listening to 10 to 20 real call recordings, distil the structure your best reps already use intuitively, and write it down. A good playbook rests on a workable CRM architecture, not the other way round. These are the four patterns you will most likely hear when you play back your recordings.

Discovery feels like an interrogation

Reps run through a qualification checklist as if it were a tax form. The prospect feels tested, not understood. The conversation runs formally but without any real pain exploration.

Demo is a feature tour

40 minutes of product demo instead of 20 minutes solving the pain uncovered in discovery. The prospect glazes over and ends with "we'll think about it".

Objections are smoothed over

"Too expensive" gets a discount offer, "we already have something" gets a battle-card pitch. The objection is never explored, only managed away.

No next step

The conversation ends with "I'll send you a proposal". No appointment, no commitment, no mutual action plan. The deal sits in follow-up for a week.

How we get there

Three phases over six to eight weeks.

We do not write from theory. We start by listening to recordings from your best reps and distil the structure they already use intuitively. The final playbook lives in HubSpot or Figma, not in a PDF nobody opens.

01 Week 1·2

Listen and analyse

Audit of 10 to 20 call recordings (with consent) from won and lost deals. What do your best reps do differently, which patterns repeat. Interviews with three reps about their own approach.

Wat je krijgt pattern report, objection list and discovery skeleton

02 Week 3·5

Write and validate

Discovery, demo, objection handling and mutual action plan in draft. Validation session with three reps and the sales manager. Iteration on concrete phrasing, not on abstract guidelines.

Wat je krijgt playbook modules in final version, validated on real deals

03 Week 6·8

Adoption and coaching

Roll-out with role-plays per module. First recording audit per rep with one-to-one feedback. Coaching rhythm handed over to the sales manager.

Wat je krijgt rep onboarding track and live coaching cadence

Who helps you

Architect, builder and RevOps lead.

Playbooks are writing work plus people work. Yoni writes, Carsten builds the coaching loop, Carel keeps the connection with the broader sales engine.

Yoni Lammens

Strategist & Sales Architect

Listens back to recordings, writes the playbook and runs the validation sessions. Coaches your sales manager to run the weekly role-play and call audit independently.
Carsten Huiskamp

Consultant & Online Marketer

Makes the playbook actionable in HubSpot or Figma. Builds the onboarding track for new reps and embeds the role-play cadence in the weekly sales meeting. Turns the document into behaviour.
Carel Schrier

RevOps Lead / Strategist

Ensures the playbook structure connects to your sales process and marketing positioning. Final editing on discovery and demo. Present at the first session.

Case · B2B mid-market

From "we'll think about it" to discovery that lands and demos that convert

A B2B team of nine AEs was consistently losing deals after the demo. "We'll think about it" was the most common close. Discovery had become an interrogation, demos stayed feature tours, and objections were managed away rather than explored. Win rate varied significantly between reps.

In seven weeks we listened back to 18 deal recordings, wrote a discovery skeleton and demo frame, and validated an objection-handling top 10 on real deals. The playbook landed directly in the existing sales process, not as a separate PDF alongside it. After three months of coaching, win rates converged across reps and "we'll think about it" stopped being the default close.

What clients usually ask.

Honest answers to the questions we hear before almost every engagement.

What is the difference from sales enablement?

Sales enablement is the broader stack: content, tools, training and library. Playbooks are a specific part of that: the conversation structure for discovery, demo and objection handling. For many mid-market B2B teams we take both on together in one engagement. If you only want the conversation layer, that works too.

Do reps not become robotic with a playbook?

Only if you write it badly. A good playbook is a backbone (which questions do I ask, and when) without pre-scripted wording. We write structure, not lines. Reps keep their own voice.

Do you work with Gong or similar recording tools?

For the audit and coaching we use whatever you have: Gong, Chorus, or HubSpot call recordings. If you have nothing yet, we start with a temporary trial. For structural coaching a recording tool is a very sound investment, but it is not a prerequisite for the playbook itself.

How long does a playbook engagement take?

Six to eight weeks: 2 weeks listening and analysing, 3 weeks writing and validating, 2-3 weeks adoption and coaching. For enterprise with multiple ICP segments it can extend to 12 weeks.

What does a sales playbook through Addmark cost?

Our services are custom and typically sit inside a RevOps as a Service retainer where strategy and execution come together. Book a call and we will put together a proposal based on your situation.

Can we write the playbook ourselves with you as reviewer?

Yes, we do this more often than you might think. We run the audit on recordings and validate the structure; you write the first draft. We review and coach. It saves budget and the playbook lands faster because it is in your own language.

How do we know if we need this?

Three signs: new reps taking six months to reach full productivity, win rates varying significantly between reps, and demo conversations ending on "we are still thinking it over". Our Maturity scan gives an initial indication.

Ready to start?

Ready for sales conversations that land?

Start with a conversation. We listen to a few deal recordings with you and give you an honest baseline of where conversations are currently turning. Then a focused scope.