Complex Sales Process?

Build a “Nested Sales Process” with Onpipeline

A sales process consists of a set of repeatable steps that usually include a series of sub-tasks.

If your team needs to observe specific sales strategies / tasks, you can set a workflow/checklists that needs to be followed within the stages of your pipeline.

This tool ensures that all clients are handled to the same corporate standard and will help the Team Leader check if the processes are being followed. Clear and efficient steps in your business will help you improve performance and increase sales.

How does it work?

The steps of your workflow can be associated with a Pipeline stage, creating a logical path. Your team will manage the entire process as a checklist, by marking the sales process steps as done.

Mandatory steps prevent the Deal from being moved to the next stage. You can create conditional (OR) steps for any task in your workflow.

What is it for?

When the funnel stage involves several steps before it can be completed and we want to ensure activity tracking.

When and if there are moments in the sales process that involve mandatory tasks that must be completed by the sales rep before the deal can be moved to the next stage.


The salesperson who knows the sales process of your company will have a better chance of closing the deal, and this affects satisfaction, economic incentives and last but not least, the turnover of the company!

Junior salespeople or newcomers will more easily follow the company-defined process, without using separate files and notes, working with an integrated process.

Once completed, all workflow tasks are marked with the date and name of the user. This allows the team leader or other users sharing the deal to check the progress of the project and obtain information and ratings based on customer responses.

Mandatory tasks in the sales process means knowing how the contact with the customer will take place in terms of content and quality of communication.

We will know that a certain activity that is fundamental for us will be completed before we can move the deal to the next stage.

Identify all key people 

In a B2B sale, there is rarely a single person who makes the decision. You will likely need to involve a purchasing manager, technical support, and the legal department. Failure to understand the people involved in the decision can cause the agreement to fail. This is one of the reasons why the sales process must tell you when and how to identify stakeholders.

Fill in the gaps 

With a complex sale, it is difficult for sellers to focus on both prospecting and closing deals at the same time, as complex sales take a significant amount of time. When sales reps are focused on closing a big deal, they have less energy to spend building the pipeline. Take the time to identify gaps and keep your business development pipeline full.

What is a sales process?

A sales process is a structured and strategic set of steps that a company follows to convert prospects into customers and achieve successful sales. It provides a clear framework for sales teams to navigate through the different stages of the customer journey, from initial contact to finalizing a deal.

The sales process typically consists of several key stages:

1. Lead Generation

This stage involves identifying and attracting potential customers, often through marketing efforts, referrals, or networking. It focuses on generating new leads and expanding the customer base.

2. Lead Qualification

Once leads are generated, they need to be evaluated to determine their potential as customers. This stage involves assessing their needs, budget, authority, and timeline (commonly referred to as BANT criteria) to determine their suitability and prioritize sales efforts.

3. Proposal

Once a lead is qualified, the salesperson presents a tailored proposal that outlines how their product or service addresses the customer’s specific needs and offers value. The proposal highlights the benefits, features, pricing, and terms of the offering.

4. Negotiation

During this stage, the salesperson and the prospect engage in discussions to address any concerns, negotiate terms, and find mutually agreeable solutions. Effective communication, active listening, and understanding the customer’s motivations are crucial in this phase.

5. Closing 

The final stage involves sealing the deal and obtaining the customer’s commitment to move forward with the purchase. This may include signing contracts, processing payments, and finalizing any necessary paperwork.

It’s important to note that sales processes can vary in complexity. In complex sales, such as in the B2B sector, the process often includes additional steps and involves multiple decision-makers. The sales cycle can be longer, requiring patience and persistent relationship-building efforts.

Successful execution of a complex sales process requires thorough needs assessments, delivering customized presentations and demonstrations, conducting detailed contract negotiations, and providing ongoing customer support.

Building strong relationships, understanding customer pain points, and offering solutions that address their specific challenges are key factors in navigating the complexities of the process and ultimately securing the sale.

From Transactional to Complex Sales Environments

Sales processes come in various forms, reflecting the diverse nature of businesses and industries. Understanding and effectively managing these processes is essential for achieving success in the competitive market. From transactional sales to complex sales cycles, each scenario requires a tailored approach to maximize results.

Transactional sales 

Transactional sales involve relatively straightforward transactions where customers quickly make purchasing decisions. This type of sale is common in retail environments, where customers are already familiar with the product or service. Sales management in transactional scenarios focuses on efficiency, ensuring that the customer experience is smooth and straightforward.

Complex sales 

On the other end of the spectrum lies enterprise sales, a type of complex sales cycle. Enterprise sales involve large-scale deals with longer sales cycles and multiple decision-makers. In such sales environments, building relationships is crucial, as decisions are often influenced by various stakeholders within the organization. These longer sales cycles necessitate a patient and strategic approach, as each stage of the process requires careful attention.

Complex sales involve intricacies that go beyond a simple transaction. The sales process unfolds in stages, each demanding specific strategies. Building relationships becomes pivotal, as understanding the unique needs and challenges of the client is vital for success. These relationships serve as the foundation for navigating the various stages of a complex sale.

In a complex sales cycle, identifying and addressing pain points is central. The sales team needs to demonstrate the value and benefits of their product or service in a way that resonates with the client’s specific challenges. This involves detailed discussions and presentations that showcase how the solution aligns with the client’s goals.

Navigating the stages of a complex sale requires precision and adaptability. From initial discovery to proposal and negotiation, each step demands a tailored approach. Sales management plays a significant role in coordinating efforts, ensuring that the process remains on track.

In summary, the sales process spans a spectrum from transactional sales with shorter cycles to complex sales with intricate dynamics and longer cycles. Regardless of the scenario, effective sales management and relationship-building are essential. Building strong connections, understanding client needs, and guiding them through the stages of the process are all crucial components of achieving success in today’s competitive market.


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