Module 1 free · modules 2–3 with email
Foundation & Process Design
A sales process isn't something you impose on buyers — it's a map of how they already buy, with your team positioned to help at every step.
Why Most Sales Processes Fail The #1 mistake: building a process around what YOUR team does instead of what the BUYER needs. Your stages should mirror the buyer's decision journey, not your internal workflow.
The Buyer-Aligned Sales Process 1. Connect — Earn the right to a conversation. Research the prospect, find a relevant trigger, and lead with insight, not a pitch. 2. Discover — Understand their world. What's the problem? What have they tried? What happens if they do nothing? What does success look like? 3. Present — Show how your solution maps to their specific situation. Generic demos kill deals. Tailored presentations close them. 4. Propose — Make it easy to say yes. Clear scope, clear price, clear timeline, clear next steps. 5. Close — Handle final objections, align stakeholders, and get the commitment. If discovery was done right, closing is a formality. 6. Deliver — Onboard brilliantly. The sale isn't complete until the customer gets the result they were promised.
Defining Your Stage Criteria Each stage needs an entry criterion (what must be true to enter) and an exit criterion (what must happen to advance):
| Stage | Entry Criterion | Exit Criterion |
|---|---|---|
| Connect | Identified as ICP match | Meeting scheduled |
| Discover | Meeting held | Pain confirmed + budget discussed |
| Present | Pain confirmed | Solution presented + stakeholders identified |
| Propose | Stakeholders aligned | Proposal sent + timeline agreed |
| Close | Proposal reviewed | Contract signed |
| Deliver | Contract signed | Onboarding complete + first value delivered |
Customization by Buyer Type Not every buyer follows the same path. Segment your process:
Worked Example: Acme Corp Walk-Through Acme Corp — $18K ARR, SMB, inbound lead. Here is how the stages played out:
Total cycle: 21 days against a 30-day target — ahead of benchmark. Pipeline Velocity contribution: 1 deal × $18K × 80% close probability (post-verbal) ÷ 30-day cycle = $480/day of revenue this opportunity is generating for the pipeline.
55% of sales professionals lack the essential skills for success. This playbook gives you battle-tested frameworks — from process design and prospecting to objection handling, pipeline management, and forecasting.
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