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Icons representing the steps of a sales process feeding into a pipeline that leads to a done deal

How to Build a Sales Process: 7 Steps to Follow

Boost win rates by optimizing every step of the sales process, from pitch to close.
Richard Harris, Founder and CEO, The Harris Consulting Group

April 21, 2025

Sales Process FAQs

A sales process typically involves prospecting or lead generation, lead qualification, a sales call, negotiation and objection-handling, closing, and then nurturing the new customer and proposing upsells or cross-sells.

When sales teams have a well-defined sales process with clear stages and stage exit criteria, it allows them to close quickly and boost win rates. It also ensures minimal bottlenecks, provides a better customer experience, and make effective sales forecasting and performance tracking possible.

While a well-defined sales process is always a good framework for sales teams, there are challenges that can impact the movement of leads through the process: poor training on product or sales techniques, insufficient data or technology, poor alignment (both internally and alignment with customer needs), sales cycles bogged down by negotiation and objections, and poor communication.

A CRM (customer relationship management) tool helps reps track the status of deals as they move through the sales process, and allows reps to easily engage with leads and customers. When powered with the latest automation and AI functionality, it automatically manages things like deal record updates, email outreach — even coaching in advance of sales calls. This streamlining of tracking and engagement saves reps time and makes accurate forecasting and performance analysis possible.

Industries, products, and customer behaviors change, which means the way reps sell products or services also needs to change. For example, if a product become more technical to meet increasingly complex customer needs, there may be an additional stage or stages added to a company's sales process that is focused on educating the prospective customer on how a solution works and the value it offers.

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