Understanding the stages of the sales process is key to building a strong, predictable sales pipeline. Each stage plays a distinct role in moving prospects from first contact to long-term customer success.
In this comprehensive guide, we’ll explore the seven stages of the sales process. You’ll learn a more effective prospecting technique, allowing you to qualify leads faster and handle objections easily. Most importantly, you’ll discover how to keep your valuable customers coming back.
A sales process is a repeatable series of steps that guide how you turn potential buyers into paying customers. Your sales team can easily follow the steps throughout the buyer’s journey.
Selling becomes consistent and predictable when your team understands the stages of the sales process. They’ll have more structure and direction because they’ll know the proper next steps to take, rather than just leaving things to chance.
The sales process is the roadmap your team follows to move a lead from one stage of the buyer’s journey to another. It includes activities like prospecting and following up.
A sales methodology, on the other hand, is the philosophy behind how your team sells. It’s the mindset or strategy that supports the stages of the sales process. Some popular examples include SPIN Selling, Solution Selling, and Challenger Sale.
In short, your sales process shows what to do, while your sales methodology explains how to do it. In this video, we provide an in-depth explanation of the difference between the sales process and sales methodology:
Video: Whats the difference between a sales process and sales methodology?
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Here are four reasons why you should master the stages of the sales process.
When everyone follows the same steps, it becomes easy to measure success in all stages of the sales process. You’ll be able to spot what’s working and provide sales training with real data. That consistency builds confidence and improves team performance.
The stages of the sales process provide a view of where each prospect sits in the pipeline. You’ll know which deals your reps will close soon and which need more work. With this data, you can manage revenue expectations and set accurate budgets.
Following the stages of the sales process helps you stay organised. Instead of rushing or saying things randomly, every interaction is intentional. This way, customers can relax and be more open, helping build rapport and trust.
Every team faces challenges, but you can figure them out by tracking the stages of the sales process. You can easily spot where deals slow down or drop off — insights that align with GAP selling, where identifying what’s not working is key to adjusting your sales strategy.
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Now that you understand what a sales process is and why it’s important, we’ll show you its key stages.
We begin the stages of the sales process by identifying and engaging potential customers. It involves finding people who can benefit from your product or service, then starting meaningful conversations with them. Here are the steps to follow.
Here, you’ll map out who you want to reach out to. You can include details like industry, company size, geographic location, and specific pain points. This will make your outreach efforts productive because you’ll target people who closely match your ideal customer profile (ICP).
Prospecting today goes beyond cold calling. You should also use other channels like social media, email, phone calls, webinars, and in-person networking. This increases your chances of getting noticed by potential leads.
With social media, you can research, connect, and build customer relationships. Platforms like LinkedIn help you learn about your prospects and engage with their content before making a pitch.
This approach helps you establish trust and create opportunities for conversations without being overly salesy. Here’s the the right way to do social selling on LinkedIn:
Video: Social Selling Tips For LinkedIn (with Linkedin Sales Strategy!) | Aaron Evans Sales Training
Prospecting doesn’t always start with outbound selling tactics like a cold email. Sometimes, it begins with content that solves real problems for your target audience. You can use gated content like e-books and webinars to attract potential customers.
Once you’ve identified potential customers, the next step in the stages of the sales process is to qualify them. Not every prospect will be a good fit for your product or service.
This is why selecting the most suitable leads saves you time and effort. The activities in this stage include the following.
A qualified lead should match your ICP. They have a problem you can solve, the authority to make decisions, and the resources to move forward. The earlier you know this, the faster your team will stop chasing leads that will never close.
These systems help you prioritise those that are most likely to convert. You can assign points based on engagement level, industry, company size, and budget. Let’s say a lead downloads your pricing guide and attends a webinar. They should rank higher than someone who has only opened an email.
BANT stands for Budget, Authority, Need, and Timing. It guides you to ask simple, natural questions, such as:
This ensures that your sales pipeline contains qualified opportunities. Watch Aaron Evans explain how to qualify leads using BANT:
Video: BANT Qualification – How to Qualify Your Leads | Aaron Evans Sales Training
One of the important stages of the sales process is building a genuine connection. It helps you move from being “just another salesperson” to someone the prospect trusts. Follow these steps to build rapport with potential customers.
Rapport begins with a genuine interest in the prospect. Ask open-ended questions using the Sandler sales questions as a guide. These should cover the prospect’s goals, challenges, and current situation. The more you understand them, the more relevant your steps in the next stages of the sales process will be.
Pay attention to what’s said and what isn’t by watching their facial expressions and body language. When prospects feel heard, they become more open and honest. It helps you tailor your presentation to their real needs.
Small things like shared experiences, mutual connections, or industry insights matter. They create natural conversations and build comfort. Before you know it, the strict formality turns into a friendly conversation.
Prospects buy from people they trust. Make sure you keep your promises and respond fast. This shows that you’re interested in their success. Building trust here makes the next stages of the sales process easier and more collaborative.
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After establishing trust, the next step in the stages of the sales process is to show how your product or service solves their problems. Here’s how to do it.
You can’t use a general template to capture a prospect’s attention. Each demo should directly address the prospect’s specific pain points and explain how your product solves their unique challenges. The more relevant and customised the demo, the more likely it’ll resonate and lead to a positive outcome.
Discussing product features is an integral step in the stages of the sales process. However, outcomes sell better. Explain what your product helps the buyer achieve. It can be time savings, cost reductions, or business growth.
Your presentation can include live Q&A sessions, allowing prospects to test features, or real-world case studies. They make it easier for prospects to see how your product will work for them. This increases the chances of closing the deal.
Objections are a normal part of the sales process. They show that the prospect is interested in your offering, not that they’re outrightly rejecting it. Hence, you must approach every concern with curiosity and empathy. Here’s what to do.
When a prospect objects, listen fully before responding. They’re looking for reassurance or more information. Repeat what you heard, showing that you understand them, and invite them to explain further.
Your tone matters more than your script. Stay positive, keep your voice steady, and don’t speak fast. A calm, confident approach builds credibility and helps you guide the discussion toward solutions.
Every objection in the stages of the sales process hides an opportunity to add value. If price is the issue, show how your solution saves money long-term. If it’s about features, highlight the benefits they might have overlooked.
In this quick sales tip clip, Sarah Brazier explains how to turn objections into an avenue to ask more questions:
Video: Turning Objections into Discovery Opportunity – Sarah Brazier Guest Tip | Aaron Evans Sales Training
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Closing the deal is one of the most exciting stages of the sales process. This is where preparation, rapport, and presentation all come together. Try these sales tips for closing deals.
Value-based selling shifts the conversation from price to the value that your product or service brings. When closing, emphasise the long-term benefits of your solution. You can show how your product improves results, cuts costs, or creates new opportunities.
This helps prospects see your offering as an investment rather than an expense.
A Mutual Action Plan (MAP) is a collaborative document that aligns both the buyer and seller. It details key milestones, assigns roles, highlights dependencies, and ensures clear communication. This makes the closing process smoother and more transparent.
However, a MAP’s success hinges on its timing and mutual effort. You should only introduce it once the buyer is ready to proceed and sees value in the tool. Too often, sellers treat it as a solo task, undermining its purpose as a shared plan.
When you position the MAP as a benefit for the buyer, you’re helping them navigate decisions, reduce risks, and achieve their goals. As a result, MAP becomes a powerful strategic asset instead of an administrative burden.
When used correctly, a MAP increases your chances of closing the deal successfully and within the expected timeframe.
Closing is an exciting phase in the stages of the sales process. But remember, it’s the start of a new relationship. Thank the potential customer sincerely, confirm next steps, and ensure that the handoff to onboarding is seamless. A professional close leaves a lasting impression.
The sales process doesn’t end once a deal is closed. In fact, that’s when the real relationship begins. Consistent follow-up and ongoing support turn new customers into loyal advocates. Here’s how you can keep them longer and increase their lifetime value.
Don’t wait for customers to reach out with problems. Proactive account management involves regular check-ins, performance reviews, and updates on new features. It shows that you truly care about and focus on customer success.
This approach helps your sales team identify potential issues before they escalate. It also strengthens customer relationships and opens doors for upselling and cross-selling when the time is right.
Happy customers love to share positive experiences. Create a simple referral program that rewards them for spreading the word. Offer incentives such as discounts, gift cards, or exclusive perks.
They can motivate customers to refer their peers, helping to expand your customer base organically. In this insightful video, we discuss how you can ask for referrals:
Video: Referral Strategies – How to Ask for & Get More Referrals! | Aaron Evans Sales Training
Follow-ups are a great way to learn how your customers benefit from your product. Ask them how things are going and where you can improve. When they see that their input leads to real changes, it builds trust and deepens the partnership.
Staying in touch with customers doesn’t always have to be about selling. You can share helpful tips, invite them to webinars, or celebrate their milestones. Consistent, genuine engagement makes customers feel valued and keeps your brand top of mind.
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1. What are the seven stages of the sales process?
The seven stages of the sales process are:
2. What is the 10-3-1 rule in sales?
The 10-3-1 rule in sales means that for every 10 prospects contacted, three become qualified leads. Subsequently, one will likely convert into a customer. It’s a simple ratio that helps sales teams forecast results and measure activity levels.
This also helps you understand how much outreach you need to do to hit your goals.
3. What is the 80/20 rule in sales?
The 80/20 rule in sales states that 80% of results come from 20% of efforts or customers. It tells you where to focus your time and energy. For instance, top-performing clients, products, or activities drive the most revenue.
Smart salespeople use this rule to prioritise high-impact opportunities efficiently.
4. How do you create a sales plan in seven steps?
Follow these seven steps to create a sales plan:
This structured approach ensures the team is on the same page. It also improves accountability and creates measurable progress in all stages of the sales process.
5. What are the 3 P’s of sales?
The 3 P’s of sales are:
Preparation ensures you understand your product and customer needs. Presentation is about delivering value clearly and confidently.
Persistence means consistent follow-up and resilience in closing deals. Together, they provide a solid method for working through the stages of the sales process.
Mastering the seven most important stages of the sales process can significantly impact your team’s performance and overall success. By optimising each stage, sales managers can increase conversion rates.
You can also build stronger customer relationships and drive long-term growth. Why not equip your team with these actionable insights and watch as they become more effective and efficient at every step of the sales journey?
See our full range of sales training courses to learn how we can help you develop your sales process. Remember, success in sales is all about understanding the journey from start to finish and executing each stage with precision and care. Contact our team to start a conversation on how we can help provide training for your sales team to take them to the next level.
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