Is B2B sales complex and tiresome to you?

Wish the expert would guide you through as you help sort out tangles in the sales process, for unmatched success?

In today's increasingly competitive business environment, every connection counts, and therefore, nothing can be more important than having a clearly defined sales process that increases your odds to closing lucrative deals.

So brace yourself for the ultimate thrilling ride as you learn the most resulted generating strategies, secret tips and invaluable hacks, held only by high performers. 

Get ready to become an unbeatable B2B sales force with our master guide to a perfect sales process!

Let's get started!

What Is a B2B Sales Process?

A salesperson will design a sequence of stages called a B2B sales process to sell a good or service to another company.

Prospecting typically begins and concludes with the closing of the sale. Post-sales activities can be a part of a B2B sales process (especially in B2B SaaS).

The method of approach, specific buyer, and contract amount all affect how long the sales cycle is. The average B2B sales cycle lasts 84 days or around two and a half months.

Average sales cycles

Your B2B firm needs a properly defined sales process because it promotes consistency among sales reps, fosters transparency establishes a reliable structure for the team, and ultimately results in higher ROI.

Outbound and inbound B2B sales processes are two categories based on lead generation.

Outbound Sales Process

When salespeople initiate outreach initiatives, aggressively seek out ideal clients, and increase sales, this is known as outbound sales.

The critical phases of outbound sales are as follows:

  • Prospecting: Locate businesses interested in purchasing your product or service through lead-generating techniques, including PPC ads, SEO, and email marketing.
  • Preparation: Study your prospects, comprehend their problems, identify the decision-makers, and figure out how to build trust.
  • Connecting: Establish initial contact with prospects using their preferred form of communication.
  • Presentation: Provide your sales pitch and, if appropriate, a product demo. You should adjust your response based on the prospect's needs.
  • Address Objections: Be ready for any objections, pay close attention to what they say, and demonstrate that you understand their worries.
  • Closing: The deal is finalized once the client signs the contract.

Inbound Sales Process

B2B leads who contact the company for the first time go through a whole new sales procedure. The inbound sales cycle is also more efficient and affordable.

In contrast to outbound leads, incoming leads are 61% less expensive.

Inbound leads cost 61% less than outbound leads.

Inbound B2B buyers go through a sales process based on some tasks they must accomplish. 

Here is what the inbound sales procedure appears to a buyer:

Problem Identification: The customer knows they have a problem that must be fixed.

Solution Exploration: Looking for solutions begins with seeking answers to the issue, primarily through organic search, social media, and recommendations.

Building Requirements: Confirms the type of solution the business needs and selects the precise characteristics required.

Supplier Selection: Consumers evaluate many businesses before choosing a supplier.

Validation: A buyer looks for social proof, such as reviews or case studies, to support their choice.

Consensus Creation: Creating a consensus entails persuading the decision-maker(s) to make the purchase.

There are tactical approaches that your sales team can employ to hasten the sales process for each of these steps.

Below is a chart about what a typical B2B sales cycle length looks like:

Typical B2B sales cycle length

B2B Sales Tools

According to LinkedIn's sales report, 76% of B2B salespeople feel that sales technology is "essential" or "very critical" in closing deals. Using technology will enable you to increase the speed of your sales efforts and simplify your life as a sales professional.

Below is a selection of products currently on the market worth your attention.

  • Buyer enablement platform: This is a platform focused on the buyer. 
  • Tool for performance management: Monitor your team's performance and become familiar with the elements that influence your sales velocity the most.
  • Forecasting tool: Accurately forecast future sales growth based on your potential leads.
  • Platforms for communication: Automate post-sales operations and streamline all outreach workflows from various media onto a single platform.
  • Platforms for content management: Arrange and control all training, marketing, and sales content.
  • CRM: This is a tool that assists you in organizing the time and materials required to create efficient sales and marketing procedures. A CRM program can centralize several of the features of the technologies above.

Why You Should Define Your B2B Sales Process 

According to research, 77% of B2B buyers state that their latest purchase was very complex or challenging, with an average of 6.8 stakeholders involved in the decision-making process.

77% of B2B buyers state that their latest purchase was very complex or difficult.

This highlights the importance of understanding the various stages of the B2B sales process and tailoring your approach to each step to effectively engage with all stakeholders and increase your chances of closing the deal.

Here are more reasons why you should define your B2B sales process.

Higher Conversion

Your sales process design and engineering will impact your conversion rate. By thoroughly understanding the procedure, you may improve its effectiveness and incorporate techniques that enable your sales team to close more deals with prospects and leads.

Removing sales obstacles before the consumer raises them and developing trust will make the potential customer feel comfortable enough to close a transaction with you.

Ensure your salespeople go above and beyond what your rivals do to learn as much as possible about the prospect's company.

During the initial stages of the B2B sales process, it is crucial to communicate the value proposition effectively.

You may discuss and make a compelling value proposition pitch to your prospect when you are aware of their industry and business needs.

Bigger Deals

Your sales team needs a solid understanding of your business's sales process to decide which leads to pursue and which to disregard. This will enable them to focus on leads and prospects that have the potential to increase the company's value and revenue. 

Additionally, a well-engineered sales process can draw more prominent and significant deals because it gives everyone the tools to manage these high-value deals.

Advice: The salesperson should develop a proactive plan to reach out to larger firms and learn why, when, and how they make purchasing decisions. Remember to include this step in your sales process.

Fewer Time

Salespeople spend a lot of time signing contracts that will never be fulfilled. Salespeople and management will be able to see a lost offer early on with a great sales process.

When evaluating prospects and determining their suitability as customers, one of the most critical actions your sales team can take is to qualify them, assessing whether they are worth your time and effort.

Advice: To avoid wasting time, make sure your salespeople know how the business that purchases from you makes decisions.

The Benefits of a B2B Sales Process 

Did you know that businesses with a well-defined B2B sales process generate 18% more revenue than businesses that don't have a formalized sales process?

Benefits of a B2B Sales Process 

Most salespeople value their position's independence, which is the capacity to inject their personality into each cold call and change their approach depending on the conversation. 

The best marketers are scientists rather than artists. 

They develop insights and build a solid sales process using B2B data.

A SaaS sales process offers four additional advantages and provides a foundation on which a salesperson might improvise:

  • It is simpler for new hires to catch up when there is a more stringent process.
  • When broken down into stages, it is easier to recognize and change elements of a sales strategy that aren't functioning.
  • A more organized sales strategy will make it possible to remember crucial measures.
  • It is simpler to forecast more correctly when you know where your ideal consumers are in the buying process.

Steps To Follow When Designing a Sales Process

Thinking from the company's perspective is a mistake many startups and entrepreneurs make. Contemporary marketing principles outline different ideas.

Customers come first, which is a joint state mandate. 

This applies to both the product development, marketing, and sales departments.

Although it seems clear, this is a significant problem. 

Humans are typically egotistical, and most businesses overlook their intended audience. 

Companies talk about processes and internal issues instead of the client.

A successful sales process begins with the customer's correct viewpoint. Also, you must respond to the following questions as you go:

  • Who are my clients?
  • What tasks is the client seeking to complete?
  • What are their pain points?
  • What are the benefits that they would be willing to pay for?
  • Do I address their problems with my value proposition?
  • Does my product also include characteristics that will improve their quality of life?
  • What stories do my customers enjoy hearing the most?

You may start the sales design engineering process with a good benchmark by responding to some of the above questions.

Look at the proper procedures for developing a successful B2B sales process.

Define the Customer-Buying Process

Define the Customer-Buying Process

If you look closer, the consumer is at the center of all the points.

Using the Gartner template, you can examine your consumers' purchasing habits and identify the crucial decision moments.

Idea generation is also crucial at this point. 

Engaging your sales team has advantages. This will provide you with enlightening perspectives and opinions. Call a handful of your most valuable clients to verify your hypotheses.

When considering your purchasing options, you should ask yourself the following questions:

  • Who else is making decisions in this process?
  • Does the procedure involve multiple departments?
  • How can I contact each person involved in the process? You may never be able to convince some people directly, so you'll have to use the people you speak with to persuade them.
  • How can we increase credibility and trust?
  • What different consumer touch points are there?

Create in detail what a consumer does at each stage of the purchasing process after you have determined the settings. The following questions can serve as a source of inspiration.

  • What practical tasks are you assisting your client with? (For example, carry out or finish a particular work, address one specific issue, etc.)
  • What charitable tasks are you assisting your client with? (For instance, striving for excellent looks, position, power, etc.)
  • What emotional tasks are you assisting your client with? (For instance, looks, comfort, security, etc.)
  • Gains for the customer: List the advantages your client anticipates, wants, or would be shocked to learn about. This includes benefits to social interaction, pleasant feelings, and financial savings.
  • Client pain points: List the unpleasant feelings, undesirable charges, circumstances, and risks your customers may encounter before, during, or after completing the task.

Define Sales Stages

Define the phases of the corresponding sales after mapping the consumer purchase steps. It is crucial to involve individuals who actively participate in the sales process in this process as well. At this point, their opinions are frequently helpful.

Many elements might be included in the sales process. Here is an illustration of how a technology company would conduct sales:

Example of a sales process for technology company

Yet because the process described above is centered on the product, the client's demands may have needed to be noticed.

The second example below illustrates what a consultative sales process would entail for a business-to-business (B2B) provider of solutions.

As evident, qualifying prospects consumes considerable time and effort across six distinct stages.

Example of sales process solution sales

The third example below includes additional phases for marketing to draw leads into the sales funnel and considers the prospect research stage.

This is an intriguing strategy that draws visitors to the website.Sales and marketing teams must collaborate effectively to design and develop a complete sales process.

sales process marketing plus sales

The fourth example below presents the sales procedure for a SaaS solution.

Prospect identification is the first inbound/outbound step. Marketing initiatives, including SEO, email distribution, commercials, joint ventures, etc., accomplish this.

By performing outbound sales operations based on growth hacking, sales are also accountable for this phase.

The second step, education, focuses on the consumer and has salespeople educating potential clients on how to succeed in their businesses, updating them on current trends, and using narrative to pique interest. This step aims to pique the customer's curiosity and inspire a desire for the answer.

The procedures to advance the opportunity and handle concerns, queries, and objections include interest, value, details, quotation, and payment.

The salesperson and the customer success team collaborate in the final phase to ensure the customer receives the promised benefits. Salespeople earn commissions through this process.

The salesperson only receives a commission for the sale if the customer continues using the solution.

This encourages a salesperson to qualify a prospect further to ensure that the prospect is worth their time and effort. This step aims to turn the consumer into an advocate who shares the solution with others and helps generate new sales.

stepsto trun lead to advocate

Here’s something important:

Once your sales process has been developed, return to Step 1 and confirm that it aligns with your customers' purchasing procedures.

Second, check to see if your procedure hasn't too many phases or is unnecessarily complex. 

If you're reading this to revamp your existing procedure or develop a new one, keep it straightforward and easy to comprehend. You can add extra complexity if necessary after using the process for a while

Define Objectives for Each Stage

The customer buying process and associated sales stages are now two crucial components of your B2B sales process. Next, specify each sales stage's goal.

You must respond to the following inquiries:

  • What is each stage's intended result?
  • What are the aims and purposes of each phase?
  • What should a salesperson accomplish at this point?

You can go as in-depth as you'd like for your sales strategy team or yourself. As soon as you explain the sales process to the staff, ensure it is straightforward and uncomplicated.

Define Actions

After defining a salesperson's goals at each stage, you must specify the appropriate activities.

Define the succeeding steps you must perform at each level to advance the customer to the following buying process.

Define Sales Tools

Contemporary sales methods need more independence. They need tools, advice, strategies, and a salesperson to strike the mark.

Did you know that sales development reps use six tools on average

Sales productivity tools

You must decide the tools your salespeople will require for each stage to succeed. Unique value propositions, recommendations, discovery inquiries, success stories, demos, and presentations must all be at your disposal. Also, it's a good idea to employ automated sales tools as much as possible.

The following are a few examples of sales tools:

  1. Qualification questions
  2. Pre-written emails or email templates
  3. Automated emails for new leads
  4. Amazing sales presentations
  5. Product demo scripts for perfect demos
  6. Customer profile and persona guide
  7. Competitor information
  8. Customer references
  9. Customer case studies
  10. Conversation guides
  11. Analyst statements
  12. ROI calculations
  13. Guides for handling customer objections
  14. How-to guides
  15. Email Signature
  16. Price list

Define Marketing Tools

If you have knowledge of marketing and sales, you are probably familiar with the term "Smarketing." The current activity aligns and merges a company's sales and marketing processes.

According to a study, this can increase annual sales by up to 20%.

You must consider the marketing component while developing a robust sales process.

Equipping your sales force with the required marketing tools to facilitate their daily tasks is essential. This includes providing them with some, if not all, necessary resources for effective sales and marketing activities.

Here are some examples of marketing tools essential to your sales team's success:

  1. Website
  2. White papers
  3. Blog articles
  4. Infographics
  5. Publicly available presentations
  6. Business cards
  7. Videos
  8. How-to guides.
  9. Customer Resource Center
  10. Online customer case studies.
  11. Company awards.
  12. Excellent "About" page on the company website
  13. List of partners and vendors
  14. Newsletters
  15. Testimonials and reviews
  16. Vertical/Industry Pages
  17. Offline Marketing Collateral
  18. Events, both online and offline
  19. Direct mail
  20. Company/Product/Service Fact Sheet
  21. Company folder
  22. Branded Envelopes
  23. Point-of-Sale Displays
  24. Portfolio
  25. Product catalogs
  26. Digital reports
  27. Customer magazines
  28. Member magazines

Continue to Improve

Similar to any other organizational process, the sales process requires continuous improvement to enhance efficiency and achieve superior outcomes.

Your sales force learns more about the target market as they converse with prospects, leads, and customers. Getting client input on all the elements crucial to your company's success is vital.

You may improve your sales process's effectiveness and conversion rate using all these insights and data points.

Detailing the B2B Sales Process

Research your target market and determine the total addressable market (or TAM) before you begin prospecting. You'll be prepared to launch the sales process when you've finished.

Here is an eight-stage breakdown:  

B2B sales process stages

Lead Generation

Identifying qualified leads is the first step toward generating sales leads. You should reach out to individuals who are interested in your product.

This stage should go quickly if you have a solid grasp of your total addressable market and the appropriate lead creation tool in place.

Lead generation is vital for marketers. It fuels the sales pipeline, targets specific audiences, is cost-effective, provides valuable data, and fosters long-term growth.

91% of marketers say lead generation is their most important goal


A skilled salesperson should be thoroughly familiar with their goods. A successful salesperson should be knowledgeable about their prospects' industries.

You'll be able to provide prospective solutions if you do the preparation work and try to grasp their problems before you chat with them. You become ready for sales discovery calls at this research step.

You have the chance to qualify the lead before you pick up the phone by doing some research on the potential customer. Here are a few pieces of advice:

  • Connect on LinkedIn with the potential client. Look into their most recent action. What were their comments? What did they discuss? Have they published any papers or appeared in any others? These kinds of insights can help you establish rapport during cold calls.
  • Click on the webpage of their business. Have they recently released any press releases or news articles? If they have a blog, look through it. Note the terminology and language that the company uses. Once more, you can use all of this helpful information when making calls.
  • Catch up on the most recent industry news. Join LinkedIn groups or websites that provide industry news. When you phone the potential customer, you should sound knowledgeable – not just in your field, but in theirs.

The bottom line is that discovery will make your calls much more successful, even though it may take some time.


You've laid the groundwork; it's time to pick up the phone.

During the first part of your sales call, you should evaluate the prospect's suitability as a client using a lead score system.

Focus on their difficulties and decide whether you can fix them by asking them open-ended questions, using critical business jargon, and using your experience. If not, do not push it.

Time is of the essence, and you'll have plenty of other individuals to speak to if you have a good lead list!


By this time, you ought to clearly understand the prospect's difficulties. If so, you'll be able to make a pitch that's specifically designed to address their issues.

Here's where your originality comes into play. The world's most intricate sales procedure cannot replace charisma or charm, so we frequently avoid complicated scripts.

A successfully prepared sales proposal should be 30 seconds at maximum. It is essential to show the prospect that you have done your homework throughout this process. Hit on the most critical, pertinent points. Here is some advice:

  • Quote the types of companies the prospect's business targets; this is a terrific method to show that you've done your homework.
  • To captivate the attention of prospective customers, it is crucial to highlight the potential benefits and value of your product or service. Providing sufficient information about your offering can spark curiosity and encourage potential customers to inquire further, resulting in increased engagement and deeper conversations.
  • Discussing only some of your fantastic attributes during a sales pitch is appropriate. It's different from what prospects want to hear! Instead, concentrate on how your product can benefit them. What outcomes might people anticipate if they sign up as a user?

Below is a sequence of a perfect sales pitch.

The four-step elevator pitch

Objection Handling

Rarely will a prospect be prepared to buy immediately after hearing your proposal. You will need to respond to any queries they may have.

The prospect is always right when resolving objections. They will hang up if you vehemently argue with a prospect's objection. Instead, pay attention to what they say and adjust your offer to address their query better.

Very likely, they have yet to hear the appropriate information.

With time, you’ll acquire an arsenal of objection resolutions. Pay attention to the sales objection, accept it, and offer a workable solution. If all goes as planned, the sale can now be finalized.


The prospect should find this phase of the B2B sales process to be the most exciting. You've shown the prospect the benefits of your offering, addressed their concerns during the cold call, and persuaded them that investing in your product is a decision they won't regret!

Compare costs and, if required, bargain. To close the deal, consider providing some free added value.

Before the conversation closes, cover every last step, including discussing the stakeholders needing to approve the sale. This will guarantee no unpleasant surprises along the way; the completed contract will now be within reach!


Send the prospective customer a follow-up email after the sales call. You must make a solid first impression because a B2B purchase involves several parties.

One more message can increase replies by 65.8%.

follow-up email

Be professional and indicate what to do next. Add a summary of the chat or, even better, a recording along with any other pertinent details. Positive conversational closure will pave the way for follow-up sales and upsells.

Also, you'll start your new working relationship immediately if you continue working with the new customer.

Best practice: Using a sales email signature is a great approach to appear professional.


Congratulations! The client you were after has now been acquired. Only one step remains.

It's worthwhile to get in touch with the customer one last time after waiting for them to realize the value of your offering. To find out how they're doing, check in with them.

This stage provides an opportunity to receive valuable feedback, and if the customers have expressed satisfaction with the product, you can request a case study or recommendation from them. You will have a fantastic new lead to start your B2B prospecting campaign!

You may immediately get this feedback by using a customized email signature. If you don't do it manually, adding a CTA with a link to a customer feedback form is simple. Use a free generator in its instead.

Reminder: After each campaign, measure your lead generation expenses and the lead-to-sales ratio. As a result, you can determine which sales channels are most effective.

The Sales Process From The Customer's Perspective

Use the business personas you've developed to describe the sales process from your customer's point of view after you've described it from your company's standpoint.

Note the steps a consumer might take at each stage of the purchasing process: discovery, evaluation, choice, and loyalty.


The prospect identifies an issue with their company during the discovery phase and looks for a fix. At this point, your company can start building a rapport with the prospect by explaining their issue and how your company can help.


The prospect investigates their problem and the potential solutions throughout the evaluation phase. At this point, you can improve your relationship with the prospect by persuading them that your company can solve their problem.


The prospect evaluates the available options while making a decision. If you win over the prospect during the earlier stages of the process, they might decide to use your company's solution.


During the loyalty stage, the prospect purchases your company's product and becomes a client.

By 2027, 1 in 3 companies that do not currently offer a loyalty program will do so to strengthen first-party data collection and keep key clients.

Customer loyalty programs

Your teams can remain focused on your customers' requirements and wishes by outlining your sales process from your customers and your company's viewpoints.

Factors Driving Successful Sales Processes

Factors driving successful sales include identifying and understanding customer needs, establishing solid relationships with prospects, and effectively communicating the value proposition.

Additionally, having a clear sales strategy, utilizing data to inform decisions, and continuously adapting to market trends can contribute to a successful sales process.

Assign a Person Responsible

I've seen management design sales processes much too frequently that people need to use or comprehend.

Designate a process-loving individual to train the sales staff and enhance the sales process regularly. Ensure to follow up frequently and assist sales in comprehending and using the procedure.

Use the Right Set of Tools

There are several inferior CRM solutions available. Ensure the CRM and marketing solutions you select are of the highest caliber. A few great tools will then increase the efficiency of the sales crew.

Form a Dedicated Sales Team

Creating an effective sales team is essential to the B2B sales process. The team must be led by a driven and knowledgeable sales manager who will motivate salespeople.

Also, it's crucial to provide the appropriate people with the relevant tasks. For instance, a person who enjoys communicating with others will be ideal for making cold calls and contacting the audience.

Alternatively, a person with strong communication skills might draft the team's outgoing emails and messages.

A sales team should also have a committed coach who mentors the new reps and aids in their adjustment to the business's sales procedures.

Map Your Buyer’s Journey

Mapping the user's journey is a key success factor for a successful B2B sales process. While most sales teams try to produce and publish content and launch advertising campaigns, they frequently need to remember to place these assets in the proper channels to maximize user visibility.

Thus, it's important to distinguish between beginner and conversion-ready users and categorize your material accordingly. It will be simpler to conduct successful ads and convert more people after you segregate your target demographic and their stage of the purchasing process.

Each sales effort should include the following:

  • A thorough psychological analysis of the target audience's requirements.
  • Long-tail and targeted keywords for each user category were found through focused keyword research.
  • Content that is specifically aimed at customers' problems to increase conversion.
  • The buyer's journey can be sped up, and the conversion process can be made simpler by mapping the user experience.

Usually, 68% of customers want companies to recognize their particular requirements and expectations.

68% of customers expect brands to understand their unique needs and expectations.

Turbo Boost Your Process

You'll find chances if you scrutinize your sales cycle and list all the ways you may save time. The success rate increases with shorter sales cycles.

Ask Open-Ended Questions

Never assume you already know something about a potential client; always inquire. The greater understanding you gain about your customer's needs, preferences, and difficulties, the more equipped you will be to finalize a deal successfully.

Avoid yes/no queries that can end a conversation by sticking to inquiries that encourage a thorough response.

But remember that no matter how many questions you ask, you will get somewhere once you pay attention to the responses.

Let people talk about themselves and their businesses as they like doing so! Strive for an 80/20 split between talking and listening.

Teach Your Prospects

Seek ways to teach the prospect helpful something using the data you've obtained from your thoughtfully phrased questions. The key is to impart knowledge while avoiding promoting your own business.

Giving information away without expecting anything in return may seem paradoxical, but remember that your goal is to build rapport.

Giving a gratuity with no conditions attached demonstrates your sincere want to assist and your concern for things other than just making a transaction.

Qualify the Customers

The era of ABC (Always Be Closing) is over. Instead, qualify the customer using the data you've obtained during the sales process, in line with step two. Use the GPCT technique to assist in the customer qualification process:

  • Goals
  • Plans
  • Challenges
  • Timing

Determine the prospect's goals, strategies to attain them, any obstacles that might hinder their success, and when they want to achieve these objectives.

You may similarly apply the BANT approach:

  • Budget
  • Authority
  • Need
  • Timeline

Discuss the prospect's budget, business requirements, and timetable for implementing a solution. Furthermore, ascertain who will have the final say in the purchase.

By these qualifying questions, you may learn more about your consumer, and the more effectively you can show a prospect how your product or service helps them achieve their goals, the closer you will be to closing a deal.

Here’s a comparison chart showing the most difficult parts of the sales process:

Difficult parts of the sales process

Close the Sale

Even though it could appear like the most difficult phase in the B2B sales process if you've followed the previous steps strictly, your close should be straightforward and most likely result in a sale. 

But even the best-laid intentions occasionally fall short. If you and the prospect disagree about the following steps after reaching this stage, feel free to go through the first four phases again.

Reviewing the procedure in the earlier steps can reveal areas where the prospect may be hesitant, giving you the time to overcome any resistance.

Keep the prospect interested with a doable "next step" if this contact doesn't result in a sale. This may be a second meeting with more people, a product demonstration, or a follow-up appointment.

Take Control of Your B2B Sales With AI Bees

Any company hoping to thrive in today's cutthroat B2B market must master the B2B sales process.

With this guide's professional advice and tactics, you can up your sales game and complete more deals than ever.

Refrain from allowing the complicated world of B2B sales to overwhelm you; with the appropriate strategy and frame of mind, you can succeed like never before and advance your company.

That’s why AI bees is here for you!

You can get a team of professionals from AI bees who are more skilled than ordinary salespeople.

Make a reservation with us to attend work sessions with our team to discuss your options for creating the finest custom plan for your company.

You'll get weekly results from AI bees and ongoing testing and optimization to identify your best-performing market and strategy.

Your contract is based on results rather than what you expected.