Rated 4.9 stars on Amazon
The B2B Sales Playbook
A repeatable sales system for a steady flow of qualified deals, written by practitioners behind over $1.45B in pipeline.
The short answer
What is The B2B Sales Playbook?
The B2B Sales Playbook is a guide to building a sales operating system. Luigi Prestinenzi and David Fastuca wrote it. Both are Ricavi founders. The book has ten chapters in 305 pages. They go from mindset and targeting to deal mechanics, buying committees, and closing. A bonus chapter walks through one real deal worth eight figures, from Luigi’s own career.
Who wrote it
Luigi and David wrote it. Both founded Ricavi.
What’s inside
Ten chapters, with templates and frameworks.
A bonus deal
One real deal worth eight figures, from both sides of the table.
The rating
Rated 4.9 stars on Amazon.
Last reviewed 20 Oct 2026
Source: the book and its Amazon listing
Contents
Start with the chapter for this week’s problem.
Read front to back, the ten chapters build one system. If you’re short on time, find the row that sounds like your week and read that chapter first.
Your week is full, but it doesn’t add up to a system.
The unseen foundations. Start with mindset, then build a sales system that simplifies everything else.
Episode 317, on what you can control →
You keep chasing prospects who were never going to buy.
Finding your target. Build detailed ideal customer profiles and buyer personas, so you’re targeting the right people.
Episode 312, on the ideal customer profile mistake →
You’re never sure what the buyer needs from you next.
Deal mechanics. Map every stage of the deal, so you know what to give buyers and when they need it.
Episode 321, on ending calls with an agreed next step →
Your champion is keen but can’t sell it internally.
Buyer enablement. With more stakeholders and more research done alone, buyers need help building their own internal case for you.
Episode 343, on the discovery brief →
Your outreach gets few replies, and first meetings are rare.
Entering the pursuit. Too many sellers show up unprepared. A structured sales plan earns attention from the first touch.
Episode 339, on why outbound motions break →
Decision-makers won’t give you their time.
Earning the right. Learn what separates sellers who get ignored from those who get meetings with decision-makers.
Episode 333, on tactics that give buyers the ick →
A good deal has gone quiet, and chasing it feels like nagging.
Nurturing deals. Keep a deal moving at the buyer’s pace without losing momentum or trust.
Episode 334, on follow-up sequences that lose deals →
The decision sits with people you’ve never met.
The buying committee. Navigate competing priorities in a committee of any size, and turn champions into internal advocates.
Episode 315, on deals that die after the proposal →
The buyer said “let me think about it”.
Objections and closing. Tell objections, stalls, and conditions apart, then handle each one and close with confidence.
Episode 335, on “let me think about it” →
Your relationships end when the deal closes.
Human connection. However many tools arrive, relationships still matter in sales. Build ones that outlast a single deal.
The “Read it when” problems are our reading guide, matched to each chapter. The related episodes are our picks from the Revenue Leaders podcast.
Bonus chapter
One eight-figure deal, walked through.
Ten chapters set out the system. The bonus chapter turns to one real deal from Luigi’s own career and looks at it from both sides of the table.
The seller’s side
The steps that closed it
Luigi walks through the significant steps of the deal. Check your own biggest open deal against each one.
Get the free PDF →
The buyer’s side
The champion who helped close it
The bonus chapter includes a candid interview with the champion on the buying committee. Chapter 8 shows you how to turn someone like them into an internal advocate.
Get the free PDF →
Where Ricavi comes in
Chapter 8, on a live call.
The buying-committee question has to come before the proposal goes out. Ricavi coaches reps on your own playbook as they talk, in a sidebar only the seller sees.
- 21m 50sBuyer“We’re keen. I just need to run it past a few people.”
- 22m 02sSeller
“Great, I’ll send the proposal over today.” - 22m 10sSeller“Before I send it: who else is involved in signing this off, and what are the steps?”
- 22m 14sBuyer“Finance and our COO. Let’s get them on a call.”
- “We’re keen. I just need to run it past a few people.”
“Great, I’ll send the proposal over today.”By default no bot joins and no notification appears. Recording mode, retention, and which calls are recorded are set by your admin to match your consent requirements. - “Before I send it: who else is involved in signing this off, and what are the steps?”
- “Finance and our COO. Let’s get them on a call.”
Meet us before you buy. Watch, read, or join.
Revenue Leaders podcast
Hosted by Luigi, Regan, and Dave
Prefer it in print?
The printed book is on Amazon.
The live weekly session
Free, in Growth Forum
Under the bonnet
Built on how sales is taught, not bolted on.
Behind Ricavi are 20 years of the founders’ sales coaching and 5,000+ built-in skills.
The people behind it
Built by builders.
Dave builds companies. Regan builds sales teams. Luigi builds performance.
Built-in skills
5,000+
Each one is a play for one moment in a deal, like handling a price objection or mapping the buying committee.
“I have been working with the team at Ricavi for the last two months and already achieved higher conversion rates and a faster sales cycle.”
Stuart Cook
MD, TWIYO
“
I was at dinner and overheard my team telling our GM how valuable they found Ricavi.
Jane Susak
Sales Manager, Essential Assessment
Reader questions
The PDF is free, and it’s the whole book.
It’s a guide to building a sales operating system. Two of Ricavi’s founders wrote it. Its ten chapters go from mindset to closing.
The B2B Sales Playbook
A repeatable sales system for a steady flow of qualified deals, written by practitioners behind over $1.45B in pipeline.