The ultimate visual guide on how to sell to B2B and organise your sales team [Part 2]

Sales is hard and time-consuming. For a newbie, it’s more like dark magic. Everyone likes when it is done well, but no-one seems to know exactly how. We’ve been lucky to get advice and tips from top sales people as well as amazing companies, such as Splunk for example. We launched a new template to show guidelines how to build and structure your sales pipeline (and why on earth you need to do all the steps), how to structure your team around it and much more. This week we are writing longer about creating your sales funnel.

The B2B sales funnel.

Many companies always struggle to set up the funnel for their sales. Here is a 5 steps funnel that is easy to manage with questions and things to keep in mind.

Startup sales is founder job — for all founders, not just one. This way founder can learn and understand the process of sales in a startup and be much better at setting up proper sales organisation going forward.


Questions to ask yourself:

  • Does the user profile match your target users?
  • Does this user need your product?
  • What are the use-cases for this user?
  • What data do you need to prove it?

TIP: PR can be a great way to generate leads. Founder-led PR is often much more valuable than just hiring a sales team.

Proof of value.

Questions to ask yourself:

  • Does the user say: “I need this!”
  • What is the proof of value?
  • How do you engage with the user?
  • Are all needed features there?
  • Is the ROI clear for user?
  • How do you differentiate from competition?

Tip: When users give you hard questions feel free to ask questions back instead of trying to find the answer. “How do you do that today?” or “How would you do that?” are great helpers in difficult situations.


Questions to ask yourself:

  • How do they make decisions?
  • How do they close deals?
  • Who’s the economic buyer? See below what profiles you need to identify in each company you sell to.
  • How do they purchase?
  • What it takes to close the deal?

Tip: Always underpromise and overdeliver.


Questions to ask yourself:

  • How do you engage with customers after the purchase?
  • Are they active users and engaged with the product?
  • How will you offer support? Email, chat, phone?
  • In the payment flow, are you creating good emotions? Thank you pages, messaging etc.

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