Close B2B deals

Deals slip, forecasts wobble, and the finger-pointing begins: “Marketing leads are weak” meets “Sales never follows up”. In reality both functions often operate on half the picture. Marketing speaks in segments and campaigns; sales works one conversation at a time. When neither side shares a common view of how strangers turn into customers, pipeline stalls and discounts creep in.

This guide sets out the foundations of a reliable B2B sales process so beginners in sales can ramp faster and marketers can design programmes that truly help their revenue partners. It covers the steps that move a buyer from first curiosity to signed contract, the questions that uncover real urgency, and the small checkpoints that keep deals honest. You will see why discovery shapes everything that follows, how micro-closes replace pressure tactics, and where thoughtful follow-ups turn silence into progress.

The outcome is simple: close confident “yes” deals—on time and at full value—by running a buyer-centred process that turns qualified pipeline into booked revenue without resorting to pushy tricks. Master these basics and marketing can craft content that answers objections before they appear, while sales spends more time in quality calls than in CRM admin. One shared playbook builds trust, shortens cycles, and makes the forecast something both teams can defend.

If you want a clear starting point for professional selling—or a marketer’s map of what happens after the lead form—read on. The next sections break down each stage, the signals that prove progress, and the assets that smooth the path to a signed deal.

The sales process starts long before a proposal. A prospect first needs to recognise a problem worth solving, believe it is urgent, and decide you can fix it better than alternatives. Structure your stages around those mental shifts, not internal paperwork. A simple framework is awareness, discovery, validation, decision and close. Marketing owns the early education that pulls a lead into discovery; sales steers the remaining steps.

Discovery is where most deals are won or lost. Enter with questions, not slides. Aim to uncover the business impact, personal stakes and decision criteria. Summarise findings back to the buyer to confirm you heard them correctly. This recap becomes the spine of every follow-up email and the anchor of your proposal.

From discovery onwards, think in micro-closes—small, inspectable actions that move the deal forward. Examples include granting access to technical documentation, inviting a finance stakeholder to the next call or confirming budget range. Each action provides evidence of commitment and a natural checkpoint in the CRM.

Proposals must reflect discovery verbatim: problem, impact, success definition, investment and next step. Keep the document short and link to deeper resources rather than stuffing every answer inside. Include an implementation timeline to help the buyer picture momentum and reduce last-minute delay.

Follow-up is best run as a scheduled system. Prepare a sequence of value-add touches that align with typical objections and milestones—ROI calculators, customer stories that mirror the buyer’s context, or a checklist that simplifies internal approval. Automate delivery based on stage changes so no opportunity idles unseen, yet personalise the opening line so each email feels crafted, not blasted.

When a deal stalls, revert to fundamentals: was the business pain real, is the champion empowered, and does procurement have clarity on next steps? If any answer is hazy, revisit discovery instead of pushing harder. A respectful rewind often reignites momentum faster than relentless discounting.

After each quarter, review metrics that matter: stage-to-stage conversion, average cycle length, win rate at list price and forecast accuracy. Invite both sales and marketing to the retrospective. Celebrate what sped deals and diagnose friction together. Continuous loops of insight and action are the difference between a static pipeline and a growth engine.

The basics outlined here are not glamorous, but they scale. Whether you close five-figure retainers or seven-figure licences, a buyer-centred process anchored in proof and follow-up discipline turns qualified pipeline into predictable revenue.