[GTM glossary](/glossary.txt) Brag book Sales # Brag book In short A brag book is a curated collection of proof that your product works: customer results, testimonials, case studies, awards, and press. Sales reps use it to back up claims during conversations and proposals. The idea comes from salespeople who carried a physical binder of wins. Today it is usually a shared folder, a slide deck, or a page in the sales enablement tool, organized so reps can find the right proof quickly. ## What to include * **Case studies:** Short stories with a problem, solution, and result. * **Quotes:** Short customer statements, with permission. * **Metrics:** Real results the customer agreed to share. * **Logos:** Customers you may show, sorted by industry and size. * **Third-party proof:** Reviews, awards, or press mentions. --- ## How to build one ### Collect from the source Ask customer success and account managers for happy customers. Request quotes soon after a good result, when enthusiasm is high. ### Get permission Confirm in writing what you may share, including names and numbers. ### Organize by use case Tag each item by industry, company size, problem, and persona, so a rep can find a close match in seconds. ### Keep it fresh Remove old items and review every quarter. Outdated proof harms trust. --- ## How reps use it A rep selling to a mid-size logistics firm opens the brag book and picks a case from a similar company. She shares one page, not twenty. The closer the match, the more persuasive the proof. Reps may also keep a personal brag book of their own wins, such as quota attainment. --- ## Common mistakes * **Too much:** A giant folder nobody can search is not used. * **Poor match:** Proof from an unlike customer carries little weight. * **Unverified claims:** Only use results you can support. * **No owner:** Without an owner, it goes stale. --- ## Brag book FAQs **What is a brag book in sales?** A brag book is a curated collection of proof points such as case studies, customer quotes, results, and awards. Sales reps use it to back up claims with real evidence during conversations, demos, and proposals. **What should a sales brag book include?** Include short case studies, approved customer quotes, verified metrics, customer logos you may show, and third-party proof like reviews or awards. Organize items by industry, company size, and use case so reps can find a close match quickly. **How do you build a brag book from customer wins?** Ask customer success and account managers for happy customers, request quotes and results soon after a win, get written permission to share them, then tag each item by industry, problem, and persona. Review the collection every quarter. **Is a brag book the same as a case study library?** Not exactly. A case study library holds full stories, while a brag book is broader and includes short quotes, metrics, logos, awards, and press. It is meant for quick access during live selling. Share term --- ## More related phrases * [Pain points](/glossary/pain-points.txt) * [Pilot program](/glossary/pilot-program.txt) * [Proof of concept (POC)](/glossary/proof-of-concept.txt) ## Similar phrases * [Customer testimonials](/glossary/customer-testimonials.txt) Customer testimonials are statements from real customers, in text, audio, or video, that describe their experience and results with a product to build buyer trust. * [Sales enablement content](/glossary/sales-enablement-content.txt) Sales enablement content is the collateral reps use to move deals forward, such as battlecards, case studies, decks, and email templates matched to each stage and buyer. * [Sales demo](/glossary/sales-demo.txt) A sales demo is a live or recorded walkthrough of a product tailored to a prospect's needs, used to show how it solves their specific problem. * [Sales enablement](/glossary/sales-enablement.txt) Sales enablement gives sellers the content, training, tools, and coaching they need to run better conversations and close deals more consistently across the whole team. * [Customer advocacy](/glossary/customer-advocacy.txt) Customer advocacy is the practice of turning happy customers into active promoters through reviews, referrals, references, and public stories that help win new buyers.