Every deal may be unique, but they begin to blur together, don’t they? 

It’s like watching a movie on repeat. Some patterns  come into focus. Some personas grow predictable.  Some actions congeal into a checklist. That’s why it  pays to adopt sales plays.
If you can systematize your winning outreach patterns, you raise the bar for everyone on your team. Never mind that your top performers may flaunt your pre-written cadences and instead, write their own. They’ll at least be innovating from a better baseline. And for all those who are busy and plan to follow whatever guidelines are provided, you put them in a position to actually come across as personal. 

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