If your company is struggling to find high-quality leads or converting these leads into sales, the problem could be that you don’t have a solid B2B sales process.
Whenever I’m doing a B2B sales consult, I always like to start with the bottom of the sales funnel.
So, for example, I know Perry Marshall says in his book, 80/20 Sales and Marketing, that when he starts consults, the first B2B sales process to improve is: How can you increase the lifetime value of your current customers…
Meaning we’re not sitting here saying… “Okay, let’s go figure out how to find 10,000 people that we can reach out to.”
That’s not the right way to revamp your sales process.
This article will include some of our own personal B2B sales process tips, as well as the usual sales strategy you should consider for more high-quality leads.
(Need help with your B2B lead generation strategy? Hop on a free 15-minute strategy session with the CEO of SalesBread, Jack Reamer.)
What is a B2B sales process?
Basically, a business sales strategy informs your process. This sales process consists of steps that your sales team will follow to sell your product/service.
This process needs to be in place to complete your sales cycle. Moving your ideal customers through the sales funnel to eventually buy from you.
Why is it important to have a B2B sales process?
When you’re selling to other businesses, having a clear sales process really makes a difference.
Here’s why…
B2B deals can be pretty complex, with multiple people involved and a lot of money on the line. That’s why it’s so important to have a step-by-step approach.
It helps your team stay organized, find the right customers, and communicate clearly throughout the entire journey.
A solid process also builds trust; It shows that you know what you’re doing and that you’re serious about helping the customer. In the end, it makes selling smoother, faster, and a lot more successful.
What is the 7-step sales process for B2B?
The 7 step b2b sales process is simply a way to guide a business conversation from “Hey, nice to meet you” all the way to “Let’s work together.”
First, you find businesses that might need your product. Then, you learn about them so you don’t go in blind. Next, you reach out and try to get their attention.
If they’re interested, you talk to them to understand their problems. You will also explain how you can help solve those problems.
They’ll usually have questions or hesitations, and you calmly help them through those.
Finally, if it all makes sense, you agree on the deal and start working together.
It’s basically just building trust step-by-step until both sides feel good about moving forward.
Each person on your sales team should know what they need to do in each step of the sales process to move your prospect to the end goal.
If you have a plan in place, it makes it so much easier to execute your strategy. Everyone on the team knows exactly what they need to do in order to complete the B2B sales cycle and close the deal.
Besides this, a sales process allows you to analyze what went wrong, where it went wrong, and how to fix issues that your sales reps might be facing at each stage of the funnel.
An example is that maybe you have an excellent list builder and prospector on your team, but those in charge of “pitching” might be pushing the sale too hard, which could, in turn, lead to fewer conversions, because no one likes a sleazy sales pitch.
When you see patterns emerging, it will be easier for you, as the sales manager or founder, to know where to help your team.
What are the stages of the sales process?
1. Prospecting
The B2B sales process begins with prospecting. This is where your business or salespersons will identify potential buyers or leads. This stage often involves market research, lead generation, and building a list of potential customers.
At SalesBread, we obsess about list building. The reason for this is that it allows us to go after the right prospects. We analyze the current buying data of clients who have purchased your service/product.
For example, ask yourself:
WHO has been buying from me? What do all my buyers have in common?
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Do they use the same automation tools?
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Which industry are they in? Saas? Tech? Health and wellness?
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Are they b2b companies or b2c?
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Who is the decision maker? The CEO? Manager? CFO? VP of sales?
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Are they all based in the same location?
Once you start noticing buying patterns, it makes it so much easier to build look-alike lists and target individuals who will convert to a sale.
You can read more about how to build an ultra-refined prospecting list here.
2. Qualification
Not every prospect is a valuable lead. Many of our clients have worked with other agencies in the past, and often they will mention how they had a ton of prospects but hardly any converted (hence why we obsess about list building)
But the qualification stage involves assessing leads to determine if they align with your ideal customer profile and have a genuine interest in your product or service.
Qualifying leads saves time and resources, allowing you to focus on those most likely to convert.
3. Research/Needs Analysis
Understanding the pain points of your prospects will allow you to engage in meaningful conversations and not just sleazy sales pitches.
If you can fully understand their pain points, it will make it easier to sell your product because you will be shifting your mindset from “selling” to “how can I actually help this person?”.
When sales professionals engage in conversations with potential clients, it helps them uncover their leads’ challenges, goals, and objectives.
4. “The Pitch” (Minus the sleaze)
Remember, you don’t want to come across as a sleazy salesperson.
Once you understand your prospect’s needs and pain points, you can then craft a LinkedIn outreach message, cold email, or call script that has been tailored to that specific prospect.
Think about how your product/service could solve your buyers ‘ bleeding neck problem?
What can you say to help convince a total stranger that they really need what you’re selling?
Effective communication and a compelling value proposition are key in this stage.
5. Objections
Think about any objections that your prospects might have and think about how you would handle these objections.
Perhaps they might mention that your product is more costly than the current tool they are using. What would your salespeople say to make the decision-making process easier for your potential buyer?
Here are some common objections to consider:
Price Objection:
Emphasize the value of the product or service. Provide a cost-benefit analysis to show that the benefits outweigh the costs. You could show how you offer flexible payment options or discounts for early commitments. You could even offer a free trial.
Timing Objection:
This is where you will need to understand the prospect’s timeline and reasons for their delay. You could, in a tactful way, show them the consequences of not acting promptly, such as missed opportunities or increased costs. Another option is to offer incentives for quicker decisions.
Competitor Objection:
Here, it would be wise to show how your product or service is unique. You can do this by showcasing unique features, benefits, or success stories. You could then also address any misconceptions about competitors and provide a clear comparison.
Trust and Credibility Objection:
It’s also important to share customer testimonials, case studies, and reviews to establish trust. You might want to share your company’s experience, certifications, and industry recognition.
Or if you have helped “big name” companies, you could mention these as well. Another option is to offer a trial or money-back guarantee.
Risk Objection:
Acknowledge the prospect’s concerns and provide reassurances. You could always offer a pilot program, a free trial, or a guarantee to minimize risk. You could also share success stories from similar clients.
Lack of Understanding Objection:
Be sure to explain everything about your product or service in a clear and concise way. You might want to use visual aids, demonstrations, or educational content to simplify complex concepts.
Always encourage questions and offer additional resources.
Budget Objection:
It’s important to see what your prospect’s budget constraints are and priorities. You might want to offer scalable solutions or phased implementation to fit within their budget. Always be sure to highlight potential savings and ROI.
6. Closing
Closing a B2B deal is often a more intricate process than the B2C sales cycle.
Negotiations can take time, involving contracts, legal reviews, and discussions with multiple stakeholders.
Sales teams must navigate these complex stages to secure an agreement, and this might take time. You might need to convince your target audience to make a buying decision with social proof, metrics, and case studies.
7. Follow-up with leads & Customer Relationship Management (CRM)
It’s really important to increase the value for the clients you already have (we will discuss this further on in the article).
Once you have made the sale, your relationship with your customer shouldn’t end; It should evolve.
Successful B2B sales professionals prioritize follow-ups to ensure client satisfaction.
You could even invest in Customer Relationship Management ( CRM ) systems because they can help your team manage ongoing customer relationships, address their concerns, and find opportunities for upselling your product.
You might even end up with some referrals if you offer an excellent service.
Tips for an effective B2B sales process
Increase value for the clients you already have
At SalesBread, we start off by asking ourselves: How can we increase value for the clients we already have?
A lot of times, that is asking yourself:
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How can you provide an even better service?
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What can you provide on top of your existing services to upsell current customers?
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How can you help your existing clients have a much better experience?
So take it one step backwards.
Ask yourself: How can you increase your close rate for the sales calls you’re already getting?
That’s the next step you should optimize.
Notice that we’re still starting at the bottom of the funnel, working our way back.
Because if you can just improve these numbers a little bit, you’re going to see short-term ROI very, very easily.
So we encourage you to analyze and ask yourself:
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Why aren’t you winning more deals?
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What can you do to close more sales-qualified leads?
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Can your offer be improved?
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Can you add a guarantee?
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Can you offer a trial?
What can you do to get more leads to convert?
And a lot of times, this conversation then switches to an outbound B2B sales process.
But you might not be ready yet for an outbound process. This could be because you don’t have an in-house sales representative, or perhaps you’re a startup and can’t partner up with a lead generation agency just yet.
Instead, start off by thinking about how you could get more of your inbound leads, your marketing-qualified leads, to book a call with you.
Why?
Because there’s a very good chance you have an email newsletter list or maybe a certain number of organic visits to your site.
Maybe it’s the connections that you have on LinkedIn or other social media channels that you aren’t taking advantage of.
One example to do this is to send a personalized connection request message on LinkedIn to people who are already on your email newsletter (who are already an MQL) because the chances are that they will very likely accept your message.
They know you, they’re on your newsletter, and they trust you already on some level.
The reason why we suggest reaching out to a prospect on LinkedIn is that it might be easier to hop on a sales call with them if you send them an ultra-personalized message.
Spend some time thinking about how you can get more of your MQLs to become sales-qualified leads.
And when it’s the right time, explore B2B sales processes around LinkedIn outreach, cold email, cold calling, and partnership campaigns.
This means connecting with people who can refer your business.
Do you have good referral campaign strategies in place?
If not, you should create one.
Why?
Because this is the “low-hanging fruit” of your B2B sales process, so to speak.
Do this first, and then you can worry about the rest of your B2B sales strategy.
And then once you get to the stage where it’s time to turn cold prospects into warm sales/ qualified leads, nothing is more effective than LinkedIn outreach at the moment compared to cold calling or cold emailing, in our opinion.
If you are interested in a LinkedIn lead generation strategy that will bring you qualified sales leads.
Read this article: Why We Set Out to Build The Best Done-For-You Lead Generation Service
In it, we share our LinkedIn lead generation strategy, where you can expect 1 lead per day, as well as some of our stats and results
Frequently asked questions about the B2B sales process
Why does a B2B Sales Process Matter for Lead Generation?
Let’s be real.
B2B sales is a whole different world compared to consumer sales.
You’re not just selling a product; you’re guiding B2B buyers through a thoughtful buying process that could involve multiple decision-makers, a long timeline, and a lot of trust-building.
That’s why having a structured sales process isn’t just helpful, it’s essential. It turns guesswork into repeatable steps, helps you focus your marketing efforts, and ultimately moves leads into customers more efficiently.
How does a Structured Approach Improve Lead Quality?
A structured approach gives your team clarity. Instead of relying on instincts or chasing unqualified prospects, your sales reps are following a proven method based on real data and actual buyer behavior.
You’re identifying core stages in the customer journey, from the research stage all the way through to the proposal and final transactions.
It’s like building a GPS for your sales funnel, so even when the road gets bumpy, you know exactly where you’re headed.
Why are analytics important?
Analytics play a massive role in modern B2B selling. They help you figure out what’s working, what’s not, and where your best prospective customers are coming from.
You can track everything from lead generation success to conversion rates, sales cycle length, and how close you are to hitting your sales goals.
When armed with this info, many sales teams make smarter decisions and improve results quicker. Here are some key metrics to consider for an effective sales process.
B2B Sales Funnel vs. B2C: Why is the Process Different?
In B2C sales, buyers often make purchasing decisions on the spot. In the B2B sales funnel, though? Not so much.
B2B products usually require more consideration, longer timelines, and greater investment.
That’s why it’s important to guide your B2B buyers through each stage.
Do Automation tools play a role in Scaling Lead generation?
Yes. If you want to save time and scale your outreach, you can use automation tools. BUT you need to do this the right way.
With the right tech stack, B2B salespeople can automate repetitive tasks, streamline follow-ups, and stay organized without dropping the ball.
This means more time spent closing deals, not chasing them.
Interested in learning how to use automation the right way? Read this article: How to Use LinkedIn Automation Without Getting Blocked
What are the Key Stages of the B2B Sales Cycle: From First Touch to Repeat Business
A great B2B sales process maps out every step your buyer goes through, so you can guide them from first contact all the way to repeat business.
That includes:
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Identifying and qualifying prospective customers
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Nurturing them through the sales funnel
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Presenting the right proposal at the right time
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Closing the deal and delivering a great experience
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Following up to turn one sale into many
Each of these key stages plays a role in growing your revenue and reaching your long-term business goals.
How do you implement a Sales Process That Actually Works?
So, how do you get started? Simple…
1. Define your target audience
2. Research your prospects
3. Use personalization with your B2B sales techniques
4. Align your sales and marketing efforts
5. Use analytics to guide decisions
6. Review your process regularly and tweak what’s not working
It’s not about perfection. It’s about building something that works and getting better every time.
What are some common challenges (and how do you beat them)?
Let’s face it: No sales process is flawless. You might run into things like:
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Low-quality leads
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Long sales cycles
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Tough competition
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Communication breakdowns
The fix? Stay sharp. Keep learning. Invest in better tools. And always, always put your prospective customers first.
If you want more leads in your sales pipeline….
Hop on a free 15-minute strategy session with the founder of SalesBread below…
A B2B sales process is a map that should be followed by each team member.
When each person on your team knows exactly what they need to do and which strategy to follow, it will help improve customer experience, boost sales performance, and streamline your B2B sales funnel.
