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Revenue Recipe
“The best salespeople are the ones who listen to their customers and provide solutions, not just products.”
Jeffrey Gitomer
The Sales Process Explained
The sales process is your playbook for turning strangers into paying customers. Ditch those mental images of sleazy salesmen… it’s about guiding prospects from awareness to purchase (and beyond). Here’s how it works, tailored for small businesses:
The 7-Step Sales Process
1️⃣ Prospecting (Find Potential Buyers)
- What it is: Identifying who might actually buy from you.
- How to do it:
- Leverage warm leads (past customers, referrals, social media followers).
- Use cold outreach (emails, LinkedIn, networking) if needed.
- ⁉️ Key Question: “Who has the problem my business solves?”
2️⃣ Research (Know Your Prospect)
- What it is: Stalking (professionally) to personalise your pitch.
- How to do it:
- Check their LinkedIn/website.
- Note pain points (e.g., “They’re spending too much on X”).
3️⃣ Qualifying (Separate Tire-Kickers from Real Buyers)
- What it is: Figuring out if they’re a good fit (budget, need, urgency).
- How to do it: Ask:
- “What’s your biggest challenge right now?”
- “Have you tried solving this before?”
- 🚩 Red Flag: If they say, “Just browsing,” don’t waste time. Simply move on.
4️⃣ Pitching (Show How You Solve Their Problem)
- What it is: Presenting your solution in their language.
- How to do it:
- Focus on benefits (not features).
- Example:
- ❌ “Our software has 24/7 support.”
- ✅ “You’ll never lose a customer to slow response times again.”
5️⃣ Handling Objections (Address Doubts)
- Common objections:
- “It’s too expensive.” → “What’s the cost of not fixing this?”
- “I need to think about it.” → “What’s holding you back?”
- 💡 Pro Tip: Objections mean they’re interested, just not convinced yet.
6️⃣ Closing (Ask for the Sale)
- What it is: Getting a “yes” (or at least a “next step”).
- How to do it:
- Direct: “Should we get started?”
- Alternative: “Would you prefer the basic or premium plan?”
- Don’t: Ghost after sending a proposal.
7️⃣ Nurturing (Turn Buyers into Repeat Customers)
- What it is: Keeping them happy so they come back/refer others.
- How to do it:
- Send a thank-you note.
- Check in post-purchase (“How’s it working?”).
- Offer loyalty discounts.
Sales Process Cheat Sheet for Small Businesses
| Step | Goal | Tool/Example | Local Bakery Example |
| Prospecting | Find leads | Referrals, Instagram DMs | Instagram follower asks about gluten-free options. |
| Qualifying | Filter bad fits | “What’s your budget timeline?” | “Are you looking for a one-time treat or weekly orders?” |
| Pitching | Show value | Demo, case studies | “Our GF cupcakes taste just like the real thing. Here’s a video review!” |
| Closing | Get commitment | “Want to start next week?” | “Want to pick up a dozen this Friday?” |
| Nurturing | Build loyalty | Email follow-ups, exclusive deals | DM after: “How’d everyone like them? Next order’s 5% off!” |
🗝️ Key Takeaways
- Process > Luck: Systematise your sales to scale.
- Listen more than you talk: Customers tell you how to sell to them.
- Follow up: 80% of sales happen after 5+ follow-ups.
Next ▶️
Use the Sales Process Cheat Sheet for Small Businesses above to complete the quiz below.