Product and Target Audience
The Foundation of the Sales Playbook
When you need this section
Salespeople explain what you sell in different ways. Each one comes up with their own arguments. There is no shared understanding of the product or the customer.
Salespeople pitch the product differently
Each one describes the product in their own words - the customer ends up with mixed images of the company.
It is unclear who to sell to
There is no clear answer: who is the ideal customer, who to call first.
Weak arguments
Salespeople talk about features, not value. The customer does not see why this matters to them.
Too many off-target leads
Time is spent on customers who will not buy anyway - there is no filter at the entry point.
New salespeople take a long time to ramp up
There is no document - each one studies the product for weeks by asking colleagues.
A "Product and Target Audience" section ready to use
The result is a working document, not theory.
Product description through value
- What the customer gets (not features)
- Outcome in numbers and facts
- Before/after comparison of using the product
Target audience profiles
- 3-5 segments with tasks and pains described
- Who decides, who influences
- Markers of a "good" and a "bad" customer
Value proposition matrix
- Product value for each segment
- Key arguments tailored to each customer type
- Wording in the customer's language
What's inside the section
A detailed structure with concrete content.
Product structure
Composition, functionality, package tiers, what is included in the price, what is extra.
Value and outcome
What the customer ultimately gets: savings, growth, risk management, status - depending on the segment.
Segments and profiles
Who buys, why, and in what situation. Decision-making roles: initiator, decision-maker, influencer.
Lead qualification
Criteria for a target customer: budget, task, urgency, authority. A checklist for the salesperson.
The creation process
A clear process - from briefing to the final document.
Product, audience, best customers, common questions
Who bought, why, what they asked
Description, profiles, value matrix
Edits, clarifications, final version
Minimum from you
We need your time and access to data. We handle the rest.
2-3 hours with the product manager or owner
Examples of best customers (5-10 deals)
Current marketing materials
A list of common customer questions
Honest answers
Questions clients ask before we start.
Do I need this if my product is complex?
Especially if it is complex. Salespeople have to explain it simply and convincingly.
Is this section for sales or for marketing?
For sales primarily. Marketing uses the same messaging in advertising.
What if there are several products?
We build a matrix - each product gets its own value and audience.
How often should it be updated?
When the product changes, when entering new segments, or when the market shifts - at least once a year.
Ready to build a sales playbook your team will actually use? Book a 30-minute review - we will show what your playbook will include and the impact you can expect.
Book a reviewThis item is part of the service
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