How We Built a Sales Process That Converts

Early on, I thought the key to increasing sales was more leads. More demos. More hustle.

But after enough “interested” prospects ghosted or stalled post-demo, I realized the real issue wasn’t volume—it was clarity.

We didn’t need to push harder. We needed to guide better.
That’s when I started rebuilding our sales process—one that didn’t just move people through stages, but matched how they actually wanted to evaluate and buy.

This edition breaks down the steps I took to go from scattered to systematic, and how we created a sales experience that helps people confidently say “yes.”

Step 1: Start with the Buying Journey

Instead of starting with quotas or funnel metrics, I began mapping the path our best customers had taken—from discovery to decision.

The goal? Understand how they buy, not just how we sell.

We broke the journey down into five key stages:

1. They realize a pain point is costing them time or money.

2. They begin searching for solutions.

3. They explore features, reviews, and recommendations.

4. They compare options and involve internal stakeholders.

5. They decide based on confidence, clarity, and timing.

This gave us a structure for aligning our process to their flow—not forcing them into ours.

Step 2: Align Sales Content to Each Stage

Once we had that map, we created targeted content and touchpoints to support each phase.

Here’s a simplified breakdown of what we built:

Top of Funnel

• Quick explainer videos that address common operational pains

• Stories and quotes from customers in the same industry or size

Middle of Funnel

• Product walkthroughs (on-demand and live)

• Tailored demo decks based on prospect role and venue type

• Side-by-side comparisons with common alternatives
  

Bottom of Funnel

• Clear pricing breakdowns and implementation timelines

• Risk-reduction language (e.g., money-back guarantee, pilot programs)

• Real-world outcomes from similar teams

It wasn’t about volume. It was about relevance.
We gave people just what they needed to move forward—no more, no less.

Step 3: Design for Consistency (Without Losing Personality)

The biggest challenge in scaling any sales process? Keeping it repeatable and personal.

We created a framework that helped us do both:

• A clearly defined pipeline (with buyer-centric stages)

• Pre-call prep templates for quick research and positioning

• Post-demo follow-up playbooks, with custom messaging options

• Tools to automate nudges without losing the human tone

We also ditched the robotic email chains and leaned into voice notes, Loom videos, and shorter check-ins.

This made every step feel personal—even when the system behind it was structured.

Step 4: Review and Improve Quarterly

We treat the sales process the same way we treat the product: it’s always in beta.

Every quarter, we:

• Review conversion rates between each stage

• Ask: “Where are deals stalling and why?”

• Look at response times, email opens, and demo-to-close lag

• Interview closed/lost leads to understand what moved or blocked them

These reviews help us continuously optimize, not just guess.

One small change—like adjusting the length of a follow-up video or changing the CTA—can lead to meaningful shifts in momentum.

 What’s Changed Since the Shift

After committing to this process, we saw:

• 🔄 Less drop-off between demo and decision

• 📉 Shorter average sales cycles

• 🎯 More qualified leads reaching the final stage

• 📬 Higher engagement with follow-ups (especially personalized ones)

And perhaps most importantly: the process felt smoother—for everyone.
No more pushing. Just guiding the right people through the right steps, at the right pace.

Final Thoughts

You don’t need a massive sales team to close deals. You need a process that supports how people make decisions—rooted in empathy, not pressure.

Start with their journey.
Build touchpoints around clarity, not persuasion.
And never stop refining.

Because the sales process isn’t just about closing deals. It’s about making the right ones easier to say yes to.

How does your current sales process compare?
Would love to hear what’s working for you—feel free to reply or drop a comment if you’re reading this on LinkedIn.

‘Til next time,
Angelo