Training › Playbook Creation
Leave with a working sales playbook. Not a template. Not a plan to make one. The actual playbook.
Your best rep knows what to say, when to say it, and how to handle the objection that kills deals. It took them two years to figure it out. It's not in any document. This workshop captures what they know and turns it into a playbook the whole team can use — built by your people, for your products, in one day.
- Duration
- Full day (9am–5pm with breaks) · Up to 12 participants
- Investment
- £1,500 · Credited against programme work commissioned within 30 days
- Guarantee
- Your team presents to leadership within 2 weeks, or we redesign and deliver it at no additional cost.
47 product launches · 5 continents · 20 years in healthcare sales · Former frontline rep · Built playbooks for global pharma and 4-person startups
Built for teams who sell, not teams who plan to sell.
Sales Leaders
You have a team of 4-15 reps with inconsistent messaging. Some are brilliant. Most are doing their own version. You need what the best rep knows captured in a document everyone actually uses.
Commercial Directors
You're about to launch, or you've launched and conversion isn't where it should be. You need the sales story defined once and used consistently. Not another PowerPoint — a reference document.
Product Managers
You know the product better than anyone. But the sales team isn't telling the story you need them to tell. You need messaging architecture that connects clinical evidence to commercial outcomes.
This is NOT for you if
- ·You don't have a product in market yet (you need positioning first)
- ·You want us to write the playbook for you without your team's input (see Sales Enablement service instead)
- ·You have fewer than 2 people who sell — this works best with a team dynamic
One day. Six modules. One working playbook.
Facilitated by Michael Colling-Tuck. In-person recommended; virtual available. All materials and templates included.
01
The 30-second pitch & 2-minute story
What your product does, who it's for, and why it matters — in the time it takes to walk between conference sessions. Then the expanded version: problem, solution, evidence, next step. Structured for how healthcare actually buys — committees, not individuals. Every rep leaves with the same version.
02
5-minute deep dive & objection handling
For meetings that go well: how to explain mechanism, differentiation, and clinical evidence without losing the non-clinical buyer. Every objection your team faces, mapped and responded to — built from real conversations in the room, not hypotheticals. Competitive positioning that acknowledges reality.
03
Stakeholder messaging & leave-behinds
Different stakeholders need different stories. The clinical buyer, the procurement lead, the finance director, the end user. What each one needs to hear and why. Plus: what your reps leave in the room matters more than what they present. Materials designed for the person who wasn't there.
Not notes. Not action items. Finished tools.
Messaging Architecture
Your core narrative in 30-second, 2-minute, and 5-minute versions. Written by your team, structured by us.
Sales Playbook Document
The complete reference document. What to say, how to say it, what to leave behind, who to target. Your team built it — so they'll actually use it.
Objection Handling Guide
Every objection mapped with response frameworks. Built from real sales conversations that happened in the room.
Competitive Positioning Matrix
Honest assessment of where you win and where you don't. No delusion — clarity your reps can act on.
Stakeholder Engagement Map
Every decision-maker, influencer, and blocker in your target accounts. With messaging tailored to each.
Leave-Behind Templates
Templates for one-page summaries, clinical evidence briefs, and business case documents. Ready to customise per account.
The typical path: Training → Blueprint → Programme.
Most teams who build a playbook in a workshop discover they need more than the playbook. The messaging architecture, the digital strategy to warm up meetings before reps arrive, the campaign execution that creates demand at scale. That's fine — that's what the triage call is for.
Your £1,500 training fee is credited against any programme work commissioned within 30 days. The training becomes free if you engage us for a larger project.
Training £1,500 (1 day) → Blueprint £5K-£10K (4-6 weeks, build the go-to-market strategy) → Programme £25K+ (6-12 months, full 3 E's demand generation). Each stage builds on the last. No wasted work. You decide at each step whether to continue.
How it works.
Who should attend?
Invite your best rep. Invite your newest hire. Invite the product manager. The range of experience in the room is what makes the playbook real. Up to 12 participants.
What pre-work is required?
A short diagnostic questionnaire — takes 15 minutes per participant. Tells us where the gaps are before we arrive.
Who runs the workshop?
Michael Colling-Tuck. 20 years in healthcare sales and marketing. 47 product launches. Former frontline sales.
Can this run virtually?
Yes, though in-person works better — the energy of building together matters, and the workshop exercises depend on group dynamics.
What happens after the day?
We format and return the completed playbook within 5 working days. We follow up at 2 weeks to support the leadership presentation. The guarantee is real.
Is this different from Sales Enablement?
Yes. The service builds the playbook for you. The training builds it with you, in a day, using your team's knowledge. The training is faster and cheaper; the service is deeper and includes things like digital demand strategy and advocate programmes.
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Ready to talk?
30-minute triage call. No fee. No pitch. Bring your situation — we’ll tell you honestly whether we can help.