What is a sales process?

A sales process is a defined sequence of steps between the initial inquiry and the final agreement. In my approach, there are six: contact form, thank-you page, appointment proposal, qualifying conversation, pricing, and decision. Because each step is clearly defined, you're likely to feel more confident with each conversation. You can delegate individual steps to different team members, and you'll be able to identify at which point potential customers are dropping out.

What phases does a sales process have?

The names may vary, but the core process is largely the same: establish contact, identify needs and ensure a good fit, present a proposal, address objections, and close the deal. When it comes to high-value services, the qualification phase is the most important. I only present my proposal once it's clear that the client and the service are a good match.

What does a sales process look like, using an example?

A potential customer fills out a form on your website, providing their name, email address, and phone number. The confirmation page informs them that you will contact them within 24 hours. You then send them a brief email with a proposal for a meeting. During the meeting, you let them speak first and ask four to five qualifying questions. If they seem like a good fit, you present your references, state your price, and wait for their response. You will only provide a formal, written proposal after they have confirmed their interest.

How do I conduct a sales conversation with a new customer?

Before you proceed, observe what the prospective client is doing, and call them promptly. Thank them for their inquiry and ask them to explain their plans. Then, listen carefully. Determine what outcome they are looking to achieve, what has held them back so far, and whether they align with your ideal customer profile. Only then should you discuss yourself, your results, and your pricing.

When should I send a proposal?

Only once the customer has committed. During the conversation, you've already covered everything: what they will receive, how long it will take, and what it will cost. A written proposal before they commit often takes you half a day and reduces the sense of urgency for the customer. If you do send one, be sure to include an expiry date. I recommend no more than 10 days.

How does a sales process differ in the B2B sector?

Business owners almost always check whether they will get their money back. Therefore, a B2B offer must demonstrate that the customer ultimately receives more value than they invest. When it comes to intangible services like coaching, it's important to describe the outcome as specifically and tangibly as possible. The steps remain the same, but the focus should be on the return on investment.

What do I call the price during a sales conversation?

First, summarize what the customer will receive and how much easier it will become for them. Then, state the exact price, and if offering installment payments, clearly specify the amount of each installment. After that, remain silent and wait for their response. Do not attempt to justify the price or contradict your own points. The silence may feel uncomfortable at first, but it's an important part of the process.

Build a Sales Process That Guides Prospects to a Decision

By Artur Neumann. Published October 21, 2026, updated October 21, 2026. 10 min read.

Build a sales process from first enquiry to a decision. My six steps cover the contact form, appointment, conversation, offer and clear next actions.

I run my business in Germany. Monetary examples use euros unless another currency is stated.

I’ve personally conducted over 3,000 sales conversations. I wasted many of those early conversations. I convinced people who ultimately couldn’t afford to buy. I wrote proposals that went unread. Things only started to improve when every conversation followed a consistent process.

A clear sales process provides three key benefits. First, you’re always clear on what to do next with each potential customer. Second, you gain confidence with each conversation and can eventually delegate individual steps to team members. And third, the customer recognizes that they’re speaking with a professional. This leads to better customers and, ultimately, better prices.

In this article, I’m going to show you the process I used to sell high-value services, a process that enabled me to close deals worth six-figure sums.

My Sales Process in Six Steps

The potential customer submits a simple contact form.
A thank-you page explains what happens next.
You proactively suggest a meeting via email and call on time.
During the conversation, you clarify their goals, challenges, and how you can help.
Only when the customer is a good fit do you present your references, services, and pricing.
Following their commitment, you send a formal proposal and schedule a follow-up conversation.

The initial steps are almost always the same. A potential customer finds your website through a search engine or advertisement and becomes curious, submitting an inquiry. I’m going to show you how to craft your website content to encourage those inquiries in the article Writing Sales Copy. Here, we’ll focus on what happens after the inquiry.

Step 1: A Simple Contact Form, Not an Application

Many businesses use lengthy application forms. The potential customer answers numerous questions about their income and goals. They only proceed if they believe they’re a good fit. That can be a powerful tool. You’ll speak with fewer unsuitable prospects, and the customer feels valued.

However, I initially advise against this approach. If you have limited website traffic or aren’t heavily investing in advertising, a more direct approach is better. You collect contact information, speak with people, and qualify them yourself.

Every conversation provides valuable insights. You learn about your target audience. You discover what customers truly value. You identify the difference between good and bad customers. This allows you to refine your offerings, your messaging, and your marketing. Often, seemingly unsuitable conversations lead to new contacts and referrals.

A detailed application form is only worthwhile once you have a clear understanding of what you’re selling and how your customers respond. I believe that threshold is around half a million to a million in revenue. Before that, a long form can deter most potential customers from even getting in touch.

The form should only require four fields: name, email address, phone number, and optionally, how the customer learned about you.

Step 2: The Thank-You Page Explains What Happens Next

After submitting the form, the potential customer is directed to a thank-you page. This page clearly explains the next steps. For example: “I will contact you within 24 hours.” Or: “One of our team members will call you to ask a few questions.” You’ll receive their contact details via email.

Step 3: Proactively Suggest a Meeting and Call on Time

I send potential customers a brief email. Something like: “Thank you for your inquiry. Would you be available to speak on Tuesday at 3:00 PM?” That’s all it says. Most respond with a “yes” or a counter-proposal.

For a long time, I deliberately avoided using an online scheduling tool. My day changes rapidly, and I wanted to maintain control over my time. Additionally, there’s the element of perception, how it impacts the customer. A calendar with many available slots can suggest excellent service, but it can also imply that you have too much time on your hands. Decide based on your brand, your team, and your daily routine.

Also, determine when you’re available to speak with customers. For example, I don’t schedule calls during the morning, that’s my most productive time.

Then, call precisely at the agreed-upon time. Not earlier, not later. Set an alarm five minutes beforehand. Punctuality is the first indication that you are reliable.

Step 4: Let the Customer Talk and Assess Compatibility

Before the call, I review what the potential customer does. Then, I get straight to the point: “Thank you for your inquiry. I’ve already taken a look at what you do. Tell me a bit about what you’re planning.” After that, I listen.

The most important question is about their goals. Your customer isn’t buying a consultation; they’re buying a result. Find out what that result is. Then, you can tailor your arguments and your services accordingly. Sometimes, you’ll realize that you can’t deliver that result. It’s important to know that early on.

I’m going to show you how I structure the conversation, from the initial greeting to the pricing, in the article Conducting a Sales Conversation.

The Conversation: A Meeting of Equals

The customer is investing their time and money. I’m investing my time. Therefore, I view the conversation as a way to assess compatibility. I even say that directly: “My approach isn’t right for everyone. I’m not sure if you’re a good fit. Let’s find out.”

That changes the entire dynamic. The customer understands that you are only working with them if you can truly deliver excellent results. An unsuitable customer, on the other hand, will only bring you stress, dissatisfaction, and ultimately, a poor reputation.

Therefore, it’s also important to ask about their challenges. What hasn’t worked out so far? Why haven’t they achieved the desired outcome yet? Why do they want to buy from you specifically? How did they find you? Afterwards, clearly state what results you can deliver and what you cannot.

Four to five questions from your ideal customer profile

Write down who your ideal customer is. Based on that, derive four to five qualifying questions. These questions will assess their prerequisites, revenue, goals, desires, and personality type. A good question is also: “When do you want to implement this?” If the answer is “immediately,” that’s a genuine project. If the answer is “perhaps sometime in the future,” you often invest a lot of time, and ultimately, nothing comes of it.

Here’s an example from my book agency. We produced books for successful entrepreneurs with a large reach. These clients didn’t want to be involved in any details. We took care of the entire process, from the initial idea to the finished book, which was shipped from our warehouse. Anyone who was just starting out and looking for a cheap book, or who only wanted the design, was not a good fit for me. Every project requires setup and coordination, so I only accepted complete projects. This clarity came with experience. Initially, I didn’t do things that way.

It’s also important to me: I prefer working with clients that I genuinely like and would consider friends.

Step 5: Only sell to a good fit, then mention the price and remain silent

Only when the client is a good fit should you showcase what you can do. Share your experience and actual results. Provide references, perhaps even a client that your prospect knows. Be truthful. Exaggerations will eventually be exposed.

I learned this lesson the hard way. Initially, I often spent half an hour trying to convince someone. Then, they would say: “I don’t have any business yet. I need to take out a loan first. Let’s talk next year.”

If you’ve made a good impression, the client will usually ask about the price. When you’re new, it’s better to mention the price during the conversation rather than on your website. This way, you learn what customers are willing to pay.

Then, summarize what the client will receive, and emphasize its value. In sales, this is called “make it big.” Show your value and make it easy for the client: “You will get this, that, and that. To achieve this, you only need to do this. The whole package will cost this much.” State the exact price, and if there are installments, provide the exact installment amounts.

Then, wait. Say nothing more. Don’t undermine your own arguments or contradict yourself. I see this mistake very often. The silence can feel uncomfortable at first. Stick with it.

Your offer must provide value for the client

Especially entrepreneurs almost always buy only if they ultimately get more out of their investment than they put in. Formulate your offer in a way that clearly demonstrates this return on investment. If you sell marketing services, show what return they can expect for every euro invested. If you sell softer services, such as coaching or seminars, make the results as tangible and concrete as possible. This is another reason why selecting the right clients is so important. The same service is worth much more to a large company than it is to someone just starting out.

I explain how people make decisions and what objections may arise in the article Sales Psychology.

Step 6: Only present the offer after receiving a commitment, then schedule a second conversation

After discussing the price, comes the decision. The most common response is: “Sounds good. I need to think about it briefly.” Or: “Could you send me a proposal?”

My rule: A written proposal is only provided after receiving a firm commitment. Initially, I sometimes spent an entire day creating a proposal for people who were actually just trying to get rid of me. During that time, I could have called many other prospects.

You’ve already said everything in the conversation: what the client will receive, how long it will take, what it will cost, and who you are. I’ll say: “No problem. If you decide to proceed, you’ll receive a detailed proposal outlining all the steps. Not before.”

If your service involves many individual components, providing a proposal in advance may be useful. However, be aware that the sense of urgency will decrease. The client already has everything in writing and can decide at any time. Therefore, always include an expiration date. I recommend no more than 10 days. Otherwise, a client may come to you after six months with your old price.

If the client wants to think it over, that’s fine: “Feel free to take your time and contact me when you’re ready.” You’ve invested 15 to 30 minutes, and that’s it. If they say yes, schedule a second call to address any remaining questions.

If you are fully booked, be open about it. I was often booked five to six months in advance. Those who wanted a spot would reserve it with a deposit. However, never invent a scarcity that doesn’t exist. It will eventually be exposed.

Why pressure doesn’t work in the high-end market

Selling for €50 or €200 might require you to really convince potential buyers. It’s different in the higher price range. Above around €10,000, people don’t buy because you pressure them. People buy because they trust you. Because you’re relaxed. Because you assess whether the customer is a good fit for you, and you’re both on the same page.

You may have experienced this in a store. As soon as you walk in, a salesperson approaches you. That bothers me, and I quickly leave. When dealing with larger sums, people are even more cautious.

If you constantly chase after potential clients, that’s a sign. It means their need isn’t urgent enough, or you’re not the right fit for them. Instead, invest more in your marketing, generate more inquiries, and filter more rigorously. I’ve always rejected many inquiries, and that strategy has worked very well for me. I’m going to show you how to get more inquiries in the article Attracting Clients as a Coach.

Your Checklist for the Sales Process

Contact form with name, email, phone number, and origin.
Thank you page with a clear timeframe.
Appointment proposal via email, with a call precisely on time.
Discussion of goals and challenges, using four to five qualifying questions.
Share references and results only when the client is a good fit.
State the price clearly and then remain silent.
Written proposal only after the client has committed, valid for a maximum of 10 days.
Second meeting to address any remaining questions.

Take this list and test it with your next five inquiries. Afterwards, adjust what doesn’t work for you.