Ask three salespeople in the same company how they sell and you’ll often get three different answers. That’s not a sales process. That’s three people improvising.
A sales process is the agreed path every deal follows. It makes sales predictable, trainable and measurable.
The typical sales process steps
Every business is a little different, but most follow some version of this:
| Stage | What happens | Exit criteria (how you know it’s done) |
|---|---|---|
| 1. New lead | Lead captured with source | In the CRM with an owner |
| 2. First contact | Real conversation | Spoke with the decision-maker or scheduled a call |
| 3. Qualified | Confirmed fit: need, timing, ability to buy, decision process | Meets your qualification criteria |
| 4. Discovery | Understand situation, pain, goals and constraints | Needs documented; next step scheduled |
| 5. Proposal | Present the solution and price | Proposal delivered; follow-up date set |
| 6. Decision | Answer questions, handle concerns | Signed, or a clear no |
| 7. Won and handed off | Smooth transfer to delivery | Delivery owner introduced; onboarding scheduled |
Some businesses need fewer stages (a simple service call might combine discovery and proposal on site). Some need more (complex sales with multiple decision-makers). Aim for five to eight.
Define stages by what the buyer does
A common mistake is defining stages by what the salesperson did: “called,” “emailed,” “sent info.” Better: define them by buyer commitments. “Agreed to an appointment.” “Reviewed the proposal.” “Requested a contract.” Buyer actions tell you where the deal really is.
Write exit criteria for every stage
Exit criteria are the rules for moving a deal forward. Without them, optimistic reps move deals ahead too early, and the pipeline lies. With them, everyone means the same thing by “qualified” or “proposal sent.”
How to build your sales process
1. Map how deals actually close
Take your last ten wins. Trace each from first contact to signature. What happened, in what order? Do the same for ten losses — where did they stall?
2. Draft the stages
Use the pattern above as a starting point. Rename stages in your own language.
3. Add exit criteria
One or two sentences per stage.
4. Attach tools to each stage
- First contact: call framework, text and email templates.
- Qualification: qualifying questions.
- Discovery: discovery question guide.
- Proposal: template, pricing rules, proof (reviews, case examples).
- Decision: objection guide, follow-up cadence.
See sales scripts and sales follow up system.
5. Put it in your CRM
Each stage becomes a pipeline column. Required fields enforce exit criteria. See CRM for small business.
6. Measure conversion between stages
Track how many deals move from each stage to the next. The stage with the biggest drop is where to focus coaching and fixes. See sales pipeline stages.
B2B vs B2C
Consumer sales (homeowners, individuals) are usually shorter, with one or two decision-makers and more emotion. Speed, trust and simplicity matter most.
Business-to-business sales often involve several stakeholders, longer timelines and more formal proposals. Mapping the decision process — who’s involved, who signs, what they need to see — becomes a stage of its own.
The handoff to delivery
The sale isn’t finished at the signature. A clean handoff — everything the delivery team needs, an introduction, onboarding scheduled — protects the customer experience and prevents the sales-vs-operations blame game. Make the handoff a stage with exit criteria. See business operations.
Keeping the process alive
- Train every new salesperson on the documented process.
- Review stage conversion weekly.
- Update the process when you find a better way — and update the training.
- Listen to real calls to see whether the process is being followed. See hiring salespeople for coaching rhythms.
A sales process template, in words
Here’s a simple version you can adapt today. Lead: captured in the CRM with a source and an owner. First contact: within your speed-to-lead standard, using the first-call framework; exit when you’ve spoken with the decision-maker. Qualified: need, timing, budget fit and decision process confirmed; exit when all four are recorded. Discovery: situation, pain, goals and constraints documented; exit with the next meeting booked. Proposal: delivered and walked through; exit with a follow-up date set. Decision: questions answered; exit with a signature or a clear no. Handoff: delivery owner introduced and onboarding scheduled. Seven stages, seven exit rules, one shared language for the whole team.
Next steps
Map your last ten wins this week and draft your stages. For the full system around the process, see sales system. If you’d like help building a sales process your team will actually follow, request a strategy call.
Keep it simple enough that a new hire can learn it in a day.
Questions people ask
What are the typical steps in a sales process?
A common sequence is lead capture, first contact, qualification, discovery or needs assessment, presentation or proposal, handling questions and objections, close, and handoff to delivery — followed by onboarding and referral or repeat business.
How do you build a sales process?
Map how deals actually close today, define five to eight stages based on what the buyer does, write exit criteria for each stage, add the tools and scripts used at each step, put the stages in your CRM and review conversion between stages weekly.