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Sales Workflow: Definition, Stages & Best Practices



Sales Workflow

Sales teams often struggle to efficiently manage their processes. Without a clear workflow, a sales team can end up in chaos, missing out on chances and seeing unpredictable outcomes. Eventually, this lack of structure can also make it hard for team members to work together efficiently and keep track of how things are going. 

However, the sales team can implement a structured sales workflow to address these challenges. This outlines organized steps and stages that sales representatives follow from generating leads to closing the deal. 

➡️ This guide dives deep into the fundamentals of crafting a winning sales workflow. We’ll explore the key stages involved, uncover best practices to optimize each step and equip you with the knowledge to build a process that fuels your sales engine.


  • A sales workflow serves as a roadmap for converting leads into customers.
  • By streamlining the lead conversion process, it boosts sales, saves time, and ensures consistency.
  • The sales process includes stages such as prospecting, qualifying, presenting, closing, and following up. 
  • Key elements of the sales process include mirroring the purchasing process, achieving identifiable customer-verifiable outcomes, and adhering to established qualifications.
  • Best practices to create a powerful sales process include identifying sales funnel leaks, determining key performance indicators, adapting sales methods according to customer needs, and loosening up clogged pipelines.

What is a Sales Workflow?

A sales workflow is a structured sequence of processes that a sales team follows to complete a sale. It outlines the necessary steps to guide leads through their sales journey, from initial contact to deal closure. It also helps you find potential customers, understand their needs, address concerns, and build a healthy relationship between you and your customers.

An efficient workflow helps target qualified leads, provide personalized product information and ultimately increase sales by ensuring a smooth and efficient customer journey. For instance, someone beginning their fitness journey might download a free fitness guide from your website. Then a company can send an automated welcome email, followed by customized outreach based on their engagement. 

Next, a salesperson may call to understand their goals, highlight the features of your fitness tracker, address any concerns, and guide them towards a purchase. 

📖 Read: Sales Planning: Everything You Need to Know

Benefits of an Organized Sales Workflow

There are several benefits of an organized sales workflow. Firstly, it makes your sales process smoother and helps you to turn your prospects into leads. 

Besides that, here are some benefits of an organized sales workflow:

1. It helps to close the deals

A well-organized sales process makes everything run smoothly and efficiently. It helps guide potential customers step-by-step, from initial interest to closing the deal. This structure ensures no steps are missed and no follow-ups are forgotten, keeping leads engaged and moving towards becoming customers. With clear milestones and actions, your sales team can confidently focus on closing deals.

According to a study by CSO Insights, companies that follow a formal sales process close 22% more deals compared to those that don’t.

2. Improved customer experience

An organized workflow ensures clear communication and timely interactions with potential customers. This eventually creates a positive experience, making leads feel valued and informed throughout the sales process. In addition, automated tasks and reminders help your team respond quickly to inquiries, preventing delays and reducing frustration.

3. Enhanced sales techniques

There is no doubt that a well-defined workflow provides a framework for consistent and effective sales practices. It details best practices and specific actions for each stage of the sales process, equipping your team with the necessary tools and knowledge to excel. This structure enables your salespeople to refine their techniques, identify the most effective approaches for different customer types, and ultimately achieve higher conversion rates.

4. Understand buyer behavior

An organized workflow enables businesses to gain a deeper understanding of their target audience, including their pain points, decision-making processes, and preferred communication channels. By analyzing this data, companies can adapt their sales strategies to better meet their customers’ needs, increase conversion rates, and improve customer satisfaction

In addition, structured workflows help you identify patterns and trends in customer behavior, allowing your sales team to focus on customer needs and address customer concerns.

5. More accurate sales forecasting

A structured sales process will significantly improve the accuracy of your sales forecasts. With all lead information and progress stages readily accessible, you can generate more accurate sales forecasts.  This allows for better resource allocation, helps anticipate future sales volume, and enables data-driven decision-making to optimize your overall sales strategy for long-term success.

Where Does the Sales Workflow Process Start and End?

The sales pipeline begins with finding and identifying leads that fit your ideal customer profile. Firstly you have to research and understand your customers’ needs and their challenges. Then, demonstrate to your customer how your products or service can solve their challenges. 

This process goes through lead evaluation and the sales team decides if the prospect is a qualified lead. If so, the workflow continues with the presentation and proposal phase, in which the sales team presents the value proposition and negotiates the terms of the sale. 

Finally, the process of converting leads into paying customers is complete. But the sales process doesn’t stop there and also includes post-sales activities like lead generation, customer service, and cross-selling opportunities. The entire process is designed to be repeatable and adaptable to your customer’s needs and desires.

How to Create a Sales Workflow: Stages Involved 

Most organizations typically follow a structured sales process consisting of seven steps that provide a solid foundation for an effective sales workflow. Despite differences in sales cycle length, this well-established approach is still integral to successful sales results.

Here are the key steps on how to create a sales workflow:

1. Find potential customers

This is where you first identify potential customers, also known as leads. So, you need to research your target market and determine your ideal customer profile. This includes things like company size, industry, and budget. You can also use a variety of screening methods, including attending industry conferences, cold calling, and social media outreach, to find ideal leads for your business. 

For example, an HR software company might target businesses in the technology sector that are struggling with manual recruiting processes. To find an ideal customer, the company representative can attend an industry conference, or use LinkedIn to connect with HR managers. 

2. Discover prospects’ needs

The second step involves finding the prospect’s need. You have to understand the customer’s challenges. For this, schedule a phone call or meeting to get to the bottom of the matter. To collect more data, ask open-ended questions about their pain points, goals, and activities. This allows you to tailor your offerings and tailor your products and services to directly solve your customers’ problems. 

For example, an HR manager might be facing problems managing applications and scheduling interviews manually. This highlights that the HR manager must have an applicant tracking system to streamline the process. 

3. Connect with qualified leads

Once you identify your potential customer, you have to make sure that the prospect is your ideal customer or not. If so, the next step is to connect with the lead and build a harmonious relationship. This might include sending them an email, offering them free quotes, or sharing useful tools for their projects.

The main goal is to develop you into a trusted advisor who understands customer business and can offer real solutions. 

For example, the salesperson might send the HR manager an e-book on “Streamlining Your Recruitment Process” followed by an email offering a free demo of their HR software’s ATS (applicant tracking system) features.

4. Present product or service

After finding a qualified lead, create a compelling presentation that shows how your product or service directly addresses a prospect’s needs and challenges. Present different advanced features that directly solve their specific problem. 

For example, during the demo, the salesperson highlights how their ATS (applicant tracking system) can automate tasks, improve candidate quality, and save the HR manager time. They showcase features like automated interview scheduling and skills-based filtering to address the manager’s specific pain points.

5. Respond to objections

During the process, prospects might raise concerns or objections and you need to be prepared to deal with them directly. First, acknowledge their concerns and show them how your product or service solution can solve their problem. Then, provide clear explanations, alternative solutions, and information or case studies that address common objections. 

For example, an HR manager may raise concerns about IT costs. Customers can demonstrate return on investment (ROI) by showing how an ATS can save time and resources and save money in the long run. You can also offer flexible payment plans to suit drivers’ budget constraints.

6. Close the sale

The final step in the sales process is completing the transaction, in which the customer agrees to purchase the product or service. At this point, the buyer should summarize the main points of the purchasing process, clarify any remaining issues or questions, and ensure that they are satisfied with the terms of purchase. To avoid confusion, the buyer should also confirm purchase information such as price, payment terms, and delivery schedule. 

For example, after the demo, the salesperson offers the HR manager a free ATS trial to try with their team. They explain the next steps in purchasing the software and answer any final questions.

7. Follow-up

The sale is not closed when the contract is signed. You should take effective action to ensure customer satisfaction and open the door to future business. Therefore, you have to schedule regular inspections, provide online support, and collect feedback to ensure customers are satisfied with your product or service. 

Additionally, incorporating these follow-up interactions into your Sales Reporting helps track customer satisfaction metrics and identify opportunities for ongoing support and potential upselling. This proactive approach not only fosters stronger client relationships but also lays the groundwork for continued business success.

For example, the client schedules a follow-up call with the HR manager one month after the ATS implementation. The client should ask about their experience, address questions and concerns, and provide training or assistance as needed. 

Key Elements of a Sales Process 

Here are some key elements of the sales process:

1. Specified roles and responsibilities

An important part of the sales role is the duties and responsibilities that help the sales process run smoothly. Therefore, it’s necessary to provide a defined sales process that outlines specific roles and responsibilities for each team member involved. 

This includes tasks like lead generation, qualification, presentation delivery, objection handling, and closing deals

By assigning clear ownership, it helps you to avoid confusion and ensure each stage receives the necessary attention to move leads smoothly through the funnel. Furthermore, effective sales processes also define the roles of managers and support staff. This involves sales managers providing coaching and guidance, or support teams ensuring proposals and contracts are processed efficiently.

2. Mirrors the purchasing process

An effective sales process doesn’t push products; it guides customers through their natural buying journey. This involves understanding the stages of the customer’s purchasing process, which typically involves:

  • Awareness: The customer recognizes they have a problem or need.
  • Consideration: They research potential solutions and evaluate different options.
  • Decision: They choose a specific product or service to address their need.
  • Action: They make the purchase.
  • Retention: They remain a satisfied customer and potentially become repeat buyers or advocates.

Remember that, a well-designed sales process aligns with these stages, providing value and addressing the customer’s concerns at each step. 

3. Identifiable customer-verifiable outcomes

The main elements of the sales process are the identification of customers, the creation of a process to identify and satisfy their needs, and ensuring the structure and renewal of the process. 

The first step is to identify your target audience by understanding their demographics, psychology, and behaviors. This information will help you create a marketing process that effectively reaches and engages your customers. 

It involves generating leads, acquiring leads, contacting them, closing the sale, and following up to satisfy customers and build long-term relationships.

4. Backed with resources and tools

The main tool is CRM software for lead tracking and communication, sales enablement tools like product demos or presentations, and training materials to refine sales techniques.

There is no doubt that even the best sales process also requires the right tools to function effectively. So, you should prioritize equipping your team with the right resources they need to succeed at each stage of sales. 

When you invest in the right resources, it empowers boots your team productivity. These tools streamline workflows, provide valuable customer data, and ensure your team has the knowledge and resources necessary to effectively engage with potential customers.

5. Established qualification

Established qualifications are an important part of the sales process. This includes determining whether the business opportunity is interesting or not and gathering the necessary information about the potential company. This step helps you to identify qualified leads and ensure that sales efforts are focused on those with the highest probability of conversion. 

The primary objectives of a successful branding process include identifying opportunities, gathering relevant information, and establishing trust with potential customers. This is done by actively listening and utilizing appropriate sales sources, such as Q2C marketing communications, to acquire insights.

Best Practices to Create a Powerful Sales Process

Here are the best practices to create a powerful sales process:

1. Identify sales funnel leaks

Identifying areas for improvement in the sales process is essential. You have to regularly review and improve your sales performance using KPIs at each stage. This includes tracking conversion rates, transaction completion times, and customer satisfaction scores. Creating a solid framework of measurable KPIs helps you eliminate time-consuming inefficiencies and provides practical knowledge for continuously optimizing the sales process. 

In addition, clearly defining the different phases of the customer acquisition cycle, from initial contact to post-sales activities, gives the sales team a structured roadmap and ensures systematic progress. By regularly reviewing these metrics and stages, you can determine where your leads fall in the funnel and address those specific areas for improvement.

2. Loosen up clogged pipelines

Creating an effective sales process requires removing potential bottlenecks in your pipeline by identifying them properly. This means evaluating ongoing sales efforts, mapping the customer journey, identifying specific actions to guide the transition to the next phase, and measuring the outcome. It understands your financial and charitable activities and helps increase the effectiveness and efficiency of your sales efforts. 

It is important to provide structured guidance to your clients to use their skills and creativity to improve the process of selling to clients. This strategy ensures a consistent shopping experience that increases customer satisfaction and drives business growth.

3. Adapt sales methods according to customers’ needs

To create an effective sales process, it is important to customize your sales processes to the individual needs and buying behavior of each customer. Find out how your customers buy from you and analyze their buying cycle. Align your sales activities, such as prospecting, meeting, presenting, delivering, and following up, with your customer’s buying process. This ensures a consistent purchase journey that increases customer satisfaction and loyalty. 

Use the innovative ideas and intuition of your sales force to navigate the sales process, adapting to different sales scenarios and customer needs. By focusing on creating value at every stage and emphasizing the customer’s perspective, you can develop deeper relationships and improve the chances of closing deals.

4. Determine key performance indicators

It is very important to create a sales process by creating separate key performance indicators (KPIs) for each stage. These KPIs can include conversion rates, job completion times, and customer satisfaction ratings. By monitoring and analyzing these metrics, your business can gain valuable information for continuous improvement. 

This helps you identify the causes of lower lead conversion rates and difficulties faced by sales representatives, allowing targeted adjustments to optimize the process. In addition, KPIs allow companies to measure the effectiveness of their sales process and make data-driven decisions to refine it over time.


Simplifying your sales process will transform your business. By breaking down your sales cycle into clear, manageable steps, you can guide prospects through their customer journey. Not only will closing deals be easier for the sales team, but the customer experience will be better. 

When your sales process is well-defined, your team can focus on the right activities at the right time, eliminating complexity and confusion. 

That way, you can increase more leads while giving them the attention and support they need to make a buying decision. By streamlining your sales process, you can increase your success rate, increase revenue, and build loyal customer relationships.

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Dinesh Silwal

Dinesh Silwal is the Co-Founder and Co-CEO of KrispCall. For the past few years, he has been advancing and innovating in the cloud telephony industry, using AI to enhance and improve telephony solutions, and driving KrispCall to the forefront of the field.

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