Salesmasters

Salesmasters brought me in to produce custom sales playbooks for their own clients: established companies across healthcare, manufacturing, technology, storage and professional services. Each one was built from scratch to that client's brand, industry and sales process. The clearest signal is the repeat work, edition after edition, across more than a year.

Every edition was the full job, roughly seventy hours each. I read the client's brand guidelines, learned their tone of voice and their sales jargon, and pulled content and imagery straight from their own site. Then I wrote the playbook end to end (3,000 to 3,500 words), always with the salesperson reading it in mind, and structured it into ordered chapters with a contents page, custom title pages and a cohesive layout that ties the whole document together. Delivered as both an interactive, distributable PDF and a print edition, with the print pre-production managed through to delivery.

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A 20-page excerpt of a full-length sales playbook.

To hold the reader's attention through dense material, I tied each playbook together with custom graphics, all built to the client's brand: custom Sales Wheels that map their process, technique frameworks like BANT and STAR drawn as purpose-built diagrams, client-specific process maps, and custom icon sets.

Site Ware Direct

BANT and STAR technique diagrams and a custom Sales Wheel, styled as fabric swatches, a nod to their industrial workwear manufacturing.

Cutek

Sales Wheel and a custom audience icon set across their market segments.

Bus4x4

The hand-drawn tyre-wheel illustration and the custom six-point walkround diagram.

Active Medical

Sales Wheel and a custom icon set.