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Industry playbooks AE industry sales playbooks
AE Command Center · Industry playbooks
Sell like you have worked in their industry. Start here.
14 playbooks written for Salesforce AEs: who buys and how to open with them, the questions that find the real project, the KPIs leaders run on, product fit, cross-sell paths, objections and honest qualification.
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AE playbook Manufacturing Manufacturers buy Salesforce when sales, operations and service stop agreeing on the numbers. Your job in discovery is to find where that disagreement costs money: a forecast the plant ignores, a distributor you cannot see past, a warranty claim nobody tracks. This playbook gives you the personas, questions, KPIs and objections that come up in manufacturing deals, plus where Manufacturing Cloud earns its place over plain Sales Cloud and where it does not. Use it before your next first call. 5 buyer personas · 6 objections · 7 KPIs Open the playbook → -
AE playbook Wholesale distribution Distributors run on thin margins, huge catalogs and repeat orders. They do not buy CRM to manage a pipeline. They buy it so reps notice when a good account stops ordering, so inside and outside sales stop stepping on each other, and so customers can check an order without calling. Your discovery should find the revenue leaking out of the existing customer base. This playbook covers who you will meet, what to ask, the numbers they watch and where Salesforce fits next to the ERP. 5 buyer personas · 6 objections · 7 KPIs Open the playbook → -
AE playbook Construction and field services Contractors and field service businesses make or lose money in the field. A missed estimate, a technician without the right part, or a change order nobody signed costs more than any CRM license. They buy Salesforce when the office cannot see what is happening on jobs and the field cannot see what was sold. This playbook covers general contractors, specialty trades and service contractors: who you will meet, what to ask, the numbers they run on and where Field Service fits. 5 buyer personas · 6 objections · 7 KPIs Open the playbook → -
AE playbook Financial Services Financial services buyers do not buy CRM. They buy fewer manual handoffs, cleaner supervision, and a relationship view that survives an advisor or banker leaving. This playbook is for AEs selling into banks, credit unions, lenders, and wealth and asset managers. It covers who signs, who can block, what to ask each persona, where Financial Services Cloud fits, how to answer the regulation objection without promising compliance, and which deals to walk away from early. 6 buyer personas · 5 objections · 6 KPIs Open the playbook → -
AE playbook Insurance Insurance buyers have heard every CRM pitch. What gets their attention is a specific operational cost: submissions that sit in an inbox, commission splits worked in spreadsheets, claims status calls that tie up adjusters. This playbook covers carriers, agencies, and brokerages. It explains who decides on each side of distribution, what to ask, where Financial Services Cloud and the Digital Insurance products fit, and how to keep a deal from drowning in core system scope. 6 buyer personas · 5 objections · 6 KPIs Open the playbook → -
AE playbook Healthcare and Life Sciences Healthcare deals are won by the AE who understands that the buyer's first question is not about features. It is about protected health information, clinical workflow, and the EHR. This playbook covers providers, payers, and life sciences companies: who decides, what to ask each persona, where Health Cloud and Life Sciences Cloud fit, how to talk about HIPAA without promising compliance, and which signals tell you a deal is real. 6 buyer personas · 5 objections · 6 KPIs Open the playbook → -
AE playbook Professional Services Professional services firms sell people's time. Every deal you work in this vertical comes back to three questions: can the firm see what it will win, can it staff what it wins, and does it make money on the work once it is sold? This playbook covers consulting, accounting, law, agencies and staffing. It shows how partners buy, what to ask each persona, where Salesforce fits next to the PSA and billing systems, and how to keep a deal from stalling in partner committee. 6 buyer personas · 5 objections · 6 KPIs Open the playbook → -
AE playbook Technology Technology buyers know CRM better than any other vertical you sell into. Many have run Salesforce before, some have built their own tools, and all of them will test your claims. This playbook covers SaaS, IT services and managed service providers, cybersecurity and high tech hardware. It focuses on what these companies actually struggle with: recurring revenue, usage pricing, renewals, partner channels and the gap between sales and customer success. Use it to run sharper discovery and build a deal a RevOps team will respect. 6 buyer personas · 6 objections · 7 KPIs Open the playbook → -
AE playbook Retail and Consumer Goods Retail and consumer goods deals look alike from far away and very different up close. A retailer sells to shoppers through stores and ecommerce. A consumer goods brand sells to retailers and distributors, and more and more also sells direct. This playbook covers both. It helps you find the real owner of the problem, ask better discovery questions, match Commerce Cloud, Consumer Goods Cloud, Data 360 and Agentforce to the right use case, and avoid the timing traps that kill retail projects. 6 buyer personas · 6 objections · 7 KPIs Open the playbook → -
AE playbook Nonprofit Nonprofits rarely buy software to grow revenue in the way a sales team does. They buy it so the development office stops arguing with finance about what was raised, so program staff can prove outcomes to funders, and so a donor who gives, volunteers and attends a gala is recognized as one person. This playbook covers the people who decide, what to ask each of them, where Nonprofit Cloud fits against the older Nonprofit Success Pack, how to handle the free-license conversation honestly, and which deals are likely to stall after the board says yes. 5 buyer personas · 6 objections · 7 KPIs Open the playbook → -
AE playbook Legal Law firms rarely say they need a CRM. They say partners guard their contacts, intake leaks good cases, the pitch team rebuilds the same credentials deck every week, and nobody can prove which referral sources pay off. Salesforce has no legal industry cloud, so you are selling a well-designed front office built from Sales Cloud, Service Cloud, Experience Cloud and Agentforce, wrapped around systems the firm will never give up. This playbook covers the people who decide, the questions that open them up, the confidentiality and conflicts issues that can sink a deal late, and how to scope a first phase a skeptical partnership will approve. 6 buyer personas · 6 objections · 7 KPIs Open the playbook → -
AE playbook Mortgage and Lending Mortgage and lending companies already own a loan origination system, and most of them think that is enough. It is not where loan officers win business. The LOS starts working once a file exists; everything before the application and after the closing, from the realtor relationship to the past client who could refinance, usually lives in a loan officer's phone. This playbook covers the people who buy, the questions that open them up, where Financial Services Cloud and Digital Origination fit next to the LOS, and the regulatory changes that give you a reason to call this quarter. 5 buyer personas · 6 objections · 7 KPIs Open the playbook → -
AE playbook Commercial trades and service contractors A service contractor's best customer is the one who signed a maintenance agreement three years ago and calls only when the agreement says to. HVAC, plumbing, electrical, mechanical and fire protection firms that run on service work buy Salesforce when agreements, equipment history and the dispatch board stop talking to each other. This playbook is for that service-led business, residential or commercial: the people who run the board, sell the agreements and turn a repair call into a replacement. Use the construction playbook for bid-driven project work; use this one when the revenue repeats. 5 buyer personas · 6 objections · 7 KPIs Open the playbook → -
AE playbook Private equity Private equity gives you two very different deals under one logo. Inside the firm, a small group of partners and associates needs to see who knows which banker, which processes are live and which LPs are ready for the next fund. Across the portfolio, an operating partner wants comparable revenue numbers from companies that sell different things on different systems. This playbook covers both: the personas, the questions that separate a real project from a partner's passing complaint, where Financial Services Cloud or Sales Cloud fits, and how to sell portfolio standardization without forcing every company onto one org. 5 buyer personas · 6 objections · 7 KPIs Open the playbook →