If you’re trying to get your sales team using the same playbook—literally—this is for you. Maybe you’re tired of generic scripts, or you want to give new reps a fighting chance on real calls. Whatever the reason, building a custom playbook in Secondnature can help. But only if you do it right.
Let’s skip the fluff and get into the nuts and bolts. Here’s a step-by-step guide to creating a playbook your team will actually use—and not just because you told them to.
Why bother with a custom playbook?
Here’s the honest truth: most “out of the box” sales training is forgettable. If you want reps to sound like themselves and nail the message, you need a playbook that fits your product, your market, and your people. Secondnature makes it possible to practice, tweak, and roll out these scripts with a lot less hassle than trying to corral everyone on a Zoom call.
But don’t expect magic. The tool’s only as good as the effort you put in. Let’s get started.
Step 1: Get clear on your goals
Before you even log in, nail down why you’re making this playbook. Is it for onboarding new reps? Launching a new product? Upleveling discovery calls? If you’re not clear, your playbook will end up as a Frankenstein’s monster of scripts and “maybe we’ll need this someday” ideas.
Pro tip: Limit your first playbook to one use-case. You can always expand later.
What to ignore: Don’t try to make a “master” playbook that covers every scenario. It’ll confuse your team and you’ll never finish.
Step 2: Map out the conversation flow
Sales isn’t about reciting a script; it’s about having the right talk at the right time. Grab a whiteboard (or a piece of paper—don’t overthink it) and sketch the main beats of the conversation you want to model.
At a minimum, include: - Opening/greeting - Discovery questions - Value prop - Objection handling - Closing/next steps
Don’t write out full scripts yet. Just outline the flow. This gives you a skeleton to build on.
Pitfall to avoid: Overcomplicating every branch. Stick to the 80% of scenarios your reps actually face.
Step 3: Gather your best material
Now, get real examples. The best playbooks come from your team’s own calls—wins and flops. Pull call recordings or transcripts. Look for: - Phrases that land well with prospects - Questions that uncover value - Ways your team handles common objections
Don’t: Copy and paste generic stuff from the internet or a sales book. Your team will spot it a mile away.
Step 4: Draft the core scripts
Using your outline, start writing the actual language for each section—greeting, discovery, value, objections, close. Keep it natural. If it sounds like a robot or a 1990s telemarketer, rewrite it.
Keep in mind: - Short sentences beat long ones. - Give options: Not every rep talks the same way. - Don’t script every word—give “say it like this” examples.
Example:
“Hi, this is Dana from Acme. I noticed you’re expanding your team—are you open to new tools that could help with onboarding?”
What to ignore: Overly formal intros, jargon, and anything that reads like legalese.
Step 5: Set up your playbook in Secondnature
Now it’s time to put it all into Secondnature. Log in and head to the “Playbooks” section (sometimes called “Scenarios” depending on your plan).
Here’s how to build your playbook:
- Create a new playbook.
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Give it a clear name—something like “Discovery Calls—Q2 2024” not “Playbook #3.”
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Input your conversation flow.
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Use the branching options if your calls go different directions. But again: Don’t map every possible tangent.
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Add scripts and sample phrases.
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Drop in your draft language for each step. Secondnature lets you set “must say” points and optional variations.
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Set up AI-driven roleplay (if you want).
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You can configure the AI to play the prospect and respond based on your script. Start simple; you can always tweak later.
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Save, preview, and test.
- Run through it yourself. Does it sound natural? Is anything missing or awkward?
Heads up: Secondnature’s interface is pretty straightforward, but some features are hidden in dropdowns. If you get stuck, their support docs are decent, but a quick test drive is usually faster.
Step 6: Add context and coaching tips
The best playbooks don’t just tell reps what to say; they explain why it matters. Use the notes and coaching fields to add: - Context for each section (“Ask this to uncover pain points about onboarding.”) - Tips for tone (“Keep it casual—you’re not selling insurance.”) - Common mistakes to avoid
Pro tip: Use real call snippets (if your plan allows audio/video embeds). Hearing the right delivery beats reading it.
Step 7: Roll out to your team—one step at a time
Don’t just drop the playbook in Slack and hope for the best. Pick a small group of reps to try it out. Ask for feedback: - What worked? - What felt clunky? - Did any questions throw the AI off?
Tweak as you go. Then roll it out wider.
What to ignore: Don’t waste time on fancy launch emails or mandatory training videos. Just get people using it and fix what’s broken.
Step 8: Track usage (and actual impact)
Secondnature tracks who’s practicing and how they’re doing. But don’t get obsessed with dashboards. The real question: Are your reps getting better on actual calls?
- Listen to real sales calls before/after using the playbook.
- Ask managers for feedback: Are reps more confident? Are deals moving faster?
- Adjust the playbook based on what you hear in the wild, not just in practice sessions.
Warning: If no one’s using it, either the playbook stinks or they don’t see the value. Ask your top reps why.
Step 9: Iterate, don’t enshrine
Treat your playbook like a living document. As your market, product, and team change, so should your playbook.
- Make edits monthly (or sooner if you spot a big issue)
- Archive old versions instead of piling on more scripts
- Keep asking: “Is this still how we win deals?”
What to ignore: Don’t let “perfect” be the enemy of “good enough to try.” Most teams never update their playbooks. Don’t be that team.
Keep it simple—and keep it moving
Building a custom sales playbook in Secondnature isn’t rocket science, but it does take focus. Start small, use your own best material, and don’t be afraid to cut what’s not working. The best playbooks get better over time—because you actually use them.
Remember: It’s not about having a playbook. It’s about having one your team wants to use. Start there, and the rest gets a lot easier.