B2B Sales Process

B2B Sales Process

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1 - Lead generation

Lead generation is the process of finding sales qualified leads; people who’ve expressed interest in your product and who you should reach out to! If you have a good understanding of your TAM and the right lead generation software in place, this step should take no time at all!

2 - Discovery

Every good salesperson should know their product inside out. Every great salesperson should also understand their prospect’s business. By putting in the groundwork and trying to understand the prospect’s pain points before you speak with them, you’ll be able to provide them with solutions. This research stage is called discovery.

Researching the prospect also gives you an opportunity to qualify the lead before you pick up the phone. Here are some tips:

  • Connect with the prospect on LinkedIn. Check their recent activity. What have they commented on? What have they shared? Have they written any articles or been featured in someone else’s? Insights like these can be great for building rapport on your cold calls.
  • Click on their company’s website. Have they published any news stories or press releases recently? Scroll through their blog, if they have one. Take note of the language/terms that are used by the company. Again, this is all good information that you can use in your calls.
  • Read up on the latest news in their sector. Subscribe to industry news websites or LinkedIn groups. When you call the prospect, you want to sound like an expert - not just in your field, but in theirs!

Bottom line is - even though discovery can take a bit of time, it’ll make your calls far more successful.

3 - Qualification

Now that you’ve done the groundwork, it’s time to get on the phone.

During the first section of your sales call, you should be assessing the prospect’s suitability as a customer.

Ask them open-ended questions, focus on their problems and determine whether you could solve them. If not - don’t force it! Time is of the essence, and if you have a good lead list, you’ll have plenty of other people to speak to!

4 - Pitch

You should by this point have a good idea of the struggles the prospect faces. If so, you’ll be able to deliver a pitch that is tailored to solving their problems.

This is where your creativity comes in. The most detailed sales process in the world can’t replace charisma or charm...this is why we often avoid detailed scripts.

A good sales pitch should last around 30 seconds. During this time, you’ll need to show the prospect that you’ve done your research. Hit on key points of value that are relevant to them. Here are some tips:

  • Quote the types of businesses that the prospect’s company prospects to - this is a great way to demonstrate that you’ve done your research!
  • Arouse curiosity in the prospect. Avoid over-explaining your product or service; you want the prospect to follow up with some questions.
  • A sales pitch isn’t an excuse to list all of your wonderful features. Prospects don’t want to hear it! Focus instead on how your product can help them. What results can they expect to see if they become a user?

5 - Objection handling

A prospect will rarely be ready to buy immediately after your pitch. They’ll most likely have some questions which you’ll need to answer.

When it comes to objection handling, the prospect is never wrong. If you flat-out disagree with a prospect’s objection, they’ll hang up. Instead, listen to what they have to say, and reposition your offer in a way that answers their question. The chances are they’ve just not heard the right information yet.

Over time, you’ll develop an arsenal of objection resolutions. Until then, just listen to the objection, acknowledge it, and propose a reasonable solution. If this goes well, it’ll be time to close the deal.

6 - Closing

This stage of the B2B sales process should be the most exciting part for the prospect. You’ve demonstrated the value of your product, handled all of their objections, and convinced the prospect that your solution is an investment that can’t be passed upon!

Discuss prices and negotiate if necessary. Offering some free added value to the deal can help get it over the line.

Also, be sure to discuss all of the remaining steps before the call ends, including speaking about all of the stakeholders that need to sign off on the deal. This will ensure that there are no surprising bumps along the way; now the signed contract will be in sight!

7 - Follow up

After the sales call, send the prospect a follow-up email. Due to the number of people that are usually involved in signing a B2B purchase, it’s important that you leave a good impression!

Keep it professional and provide the next steps. Include a summary or (even better!) a recording of your conversation, as well as any additional useful information. Leaving the conversation on a positive note will leave the door open for repeat sales and upsells.

Plus, if you’re going to continue working with the new client, you’ll be getting your new working relationship off to a great start.

8 - Check-in

Congratulations! The prospect has become the client. There’s just one step left.

After you’ve waited for the client to see the value of your product, it’s worth reaching out to them one last time. Check-in with them to see how they’re doing.

Not only can you gain great feedback from this step, but if they’ve been enjoying the product, you can ask for a case study or referral. This will give you a great new lead to restart the B2B prospecting process with!


© Base Camp Skill Labs Pvt. Ltd., 2021

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