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The Sales Process Handbook

The best salespeople aren't artists - they're scientists. They use data to form insights and optimise their work, and the right B2B sales process enables this way of working.

In this guide we provide a framework for salespeople to get started and improvise. This offers four key benefits: quicker onboarding; more efficient growth, a better established structure, and easier forecasting.


What’s inside?

Over the course of this exhaustive guide, you'll come to understand the 8 stages of the B2B sales process:

  • Research
  • Discovery
  • Qualification
  • Demonstration
  • Objection handling
  • Closing
  • Follow-up
  • Feedback
Introducing the B2B Sales Process Handbook BANNERS V1 FINAL-04
Section #1

Managing the B2B Sales Process

We asked our business development team for their insights: how do they manage the hard job of B2B sales, on a day-to-day basis?

Section #2

Why you should follow a process

Most salespeople enjoy the freedom that comes with their role. However, the right sales process offers a framework upon which you can improvise.

Section #3

The 8 stages, explained

What does the B2B sales process look like for Cognism's AE's? These are the 8 stages they follow - in detail.