Sales Process

What is a Sales Process?

A sales process is a structured, repeatable set of steps your sales team follows to convert prospects into customers. It's your roadmap from initial contact to closed deal.

Unlike a sales methodology (how to sell), your sales process defines what steps to take. It includes stages, activities, milestones, and criteria for moving forward.

A well-defined sales process ensures consistency, enables forecasting, and helps teams scale. According to research, companies with formal sales processes see 18%+ higher win rates.

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Why Your Sales Process Matters

Without a defined process:

• Every rep sells differently
• Onboarding takes longer
• Forecasting is guesswork
• Best practices aren't shared
• Scaling is nearly impossible

With a strong process:

• Consistent customer experience
• Faster onboarding for new hires
• Accurate forecasting and planning
• Replicable success across the team
• Clear visibility into what's working

Your sales process is the foundation of your sales operation. Get it right, and everything else becomes easier.

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Typical Sales Process Stages

1. Prospecting

• Identify potential customers
• Build targeted lists
• Research accounts and contacts
• Begin initial outreach

2. Qualification

• Initial discovery conversations
• Assess fit for your solution
• Verify budget, authority, need, timeline
• Determine if worth pursuing

3. Needs Assessment

• Deep discovery into challenges
• Understand decision criteria
• Identify stakeholders involved
• Map buying process

4. Presentation/Demo

• Show your solution
• Address specific needs
• Demonstrate value
• Differentiate from alternatives

5. Proposal

• Present pricing and terms
• Formalize the offer
• Address procurement needs
• Provide contract details

6. Negotiation

• Work through objections
• Refine terms and conditions
• Address final concerns
• Reach agreement

7. Closing

• Contract signed
• Handoff to implementation
• Begin customer journey

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Designing Your Sales Process

1. Map Your Customer's Journey

• How do your best customers buy?
• What steps do they go through?
• What information do they need when?
• Where do deals typically stall?

2. Define Clear Stage Gates

• What must happen to move to next stage?
• Make criteria objective and measurable
• Examples: "Demo completed" vs "Good meeting"

3. Establish Timelines

• How long should each stage take?
• What's normal vs. concerning?
• When to escalate stuck deals?

4. Create Supporting Materials

• Templates for each stage
• Playbooks for common scenarios
• Tools to facilitate movement
• Training on process execution

5. Define Exit Criteria

• When to disqualify prospects
• What signals a dead end
• How to archive cleanly

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Best Practices

1. Keep It Simple
- 5-7 stages is optimal
- Too many stages create confusion
- Every stage should add clear value

2. Make It Actionable
- Each stage has clear activities
- Reps know exactly what to do
- Progress is measurable

3. Align with Buying Process
- Match stages to how customers buy
- Don't force your process on them
- Adapt based on feedback

4. Document Everything
- Written playbooks for each stage
- Templates and scripts available
- Success metrics defined

5. Review and Iterate
- Quarterly process reviews
- Analyze conversion by stage
- Update based on what works

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Common Mistakes

• Too complex - Over-engineered processes confuse reps
• Not customer-centric - Internal steps that don't help buyers
• Rigid execution - Process should guide, not straitjacket
• No measurement - Can't improve what you don't track
• Ignoring feedback - Reps on the front lines know what works

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Key Takeaways

• A sales process is your structured approach from prospecting to close
• Formal processes increase win rates by 18%+
• Typical stages: Prospecting → Qualification → Discovery → Demo → Proposal → Close
• Keep it simple with 5-7 clear stages
• Align with how your customers actually buy
• Document thoroughly and train consistently
• Review quarterly and iterate based on performance