Sedera Sales Playbook
Sedera needed to help their current sales team sell more, bring on new team members faster with improved onboarding procedures and introduce a documented sales process to help them scale more consistently.
Challenge: Sedera, a not-for-profit Medical Cost Sharing community that offers an innovative, non-insurance approach to managing large healthcare costs had aggressive growth objectives and needed to help their current sales team sell more, bring on new team members faster with improved onboarding procedures and introduce a documented sales process to help them scale more consistently. The process for onboarding and new-hire ramp up was time intensive and each training session was somewhat unique, with no formally documented flow or process.
Approach: Over a 12-week timeline, we documented the onboarding activities to ensure that all new hires receive consistent and standardized training and wrote content to provide a clear introduction to the Sedera Sales Process. The playbook identified target markets and key buyers, value propositions aligned with corporate goals and included a timeline for the first 90 days which outlined all pertinent activities for a fast start, together with links to all the required resources and tools. The introduction to the sales process comprised a cascading structure to outline the phases, stages, steps and activities to progress a lead from inception to close, with links to all sales tools, forms and other resources.
The end result was a 40-page playbook, delivered as a fully tested, interactive PDF document optimized for email delivery and web download. The playbook is designed for extensibility and is now in its second version as updates were added to increase the functionality and adapt the sales process to align with a new CRM system.
Impact: The Sales Process Playbook added value to the Sedera organization as a referenceable, organized and easy to use guide that:
Defines key activities that happen during sales rep on-boarding and in the first 90 days
Itemizes and points to all the tools and assets reps will need to get started
Minimizes the executive time spent on onboarding and training as the fully documented process allows some of the training and coaching delivery to be delegated to other team members
Outlines the Sedera Sales Process based on actionable, repeatable and measurable steps
The playbook is used in new hire onboarding and as a reference for on-going team reviews and individual coaching activities.
“ClearEdge helped us streamline our sales process and clearly articulate our on-boarding activities for new sales hires. The new playbook helps them quickly ramp up and start generating revenue with new customers and affiliates. It’s a huge boost to our sales productivity.” Bill Thomas, Director of Channel Sales, Sedera
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