The B2B Sales

Process Handbook
Content

04 / Introducing the B2B

sales process

05 / Why should you follow

a B2B sales process?

06 / The 8 stages of the

B2B sales process

07 / 1 - Research

08 / 2 - Discovery

13 / 3 - Qualification

15 / 4 - Demonstration

20 / 5 - Objection handling

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25 / 6 - Closing

26 / 7 - Follow up

27 / 8 - Feedback

29 / Contact Cognism today

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Introducing the
B2B sales process
It’s Monday morning.

That superstar SDR has booked a new meeting in your calendar.

“Ah, good,” you say to yourself. “Time to sit back and relax.”

...said no account exec, ever!

The best AEs know that if they want that meeting to succeed, then they
have to get to work, straight away. They have to improve their knowledge.
They have to get to know their prospect better.

They have to follow a process.

But what is that process?

We asked our business development team for their insights. How do

they manage the hard job of B2B sales, from researching prospects to
conducting demos and closing business?

They gave us their answers...and then we put them all together in this eBook.

We know that time is money is B2B sales, so we’ll stop wasting yours.

Prepare yourself for the best biz dev guide you’ll read this year.

Strap yourselves in, we’re ready to launch!

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Why should you follow
a B2B sales process?
Most salespeople enjoy the freedom that comes with their role. The ability to
bring their personality to every demo and adapt to changing conversations.

However, the best salespeople aren’t artists - they’re scientists. They use
B2B data to form insights and optimise their work.

A B2B sales process provides a framework upon which a salesperson

can improvise, while providing 4 additional benefits:

1. 2.
Having a more rigid Breaking a sales strategy
process in place into stages makes it
makes it easier for easier to identify aspects
new starters to get which aren’t working,
up to date. and adjust them.

4. 3.
Seeing where Having a more
customers are in the structured sales
sales process makes approach makes
it easier to forecast it impossible to overlook
more accurately. important steps.

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The 8 stages of the
B2B sales process
What does the B2B sales process look like for Cognism’s AEs? These are
the 8 stages they follow:

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Now it’s time for the good stuff - let’s explore each of the 8 stages in detail.

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1 - Research
Here’s a frightening statistic:

86% of B2B buyers say they see “no real difference between suppliers.”

With so much choice available to customers, it’s more important than ever
for AEs/BDMs to make a genuine connection with prospects and clearly
display how their product can help change their lives.

Thorough research, before you run a demo, is your route to achieving this.
This research phase can help you determine whether or not your product
is a good fit for the buyer.

Follow these 3 steps:

STEP Connect with Visit the Read up on the

the prospect company website latest industry news
on LinkedIn

ACTIVITIES • Click onto their • Look for any news • Subscribe to

LinkedIn profile. updates or recent industry news
press releases. websites or
• Check for articles/
LinkedIn groups.
posts that they • Scroll through the
have commented company’s blog • Pay attention
on or shared. (if they have one). to industry
trends, especially
• Look over their • Create a list of the
with emerging
career history technology that
products/
and any personal the company uses.
technology.
milestones, e.g.:
awards, event
appearances.

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 OUTCOME Make a note of Make a note of With this knowledge,
anything useful recent company you will sound like
that will help you events/milestones an expert in their
build rapport on and the language/ field - helping you
your demo. terms the to build trust with
company uses. the prospect.

“Research is a critical phase in the B2B

sales process. You don’t want to waste time or
appear unprepared by asking questions when
the answers are readily available online. Also, if
you can show the prospect that you’ve taken
the time to research their business thoroughly,
that will go a long way to establishing trust.”

Jonathan Ilett,
Sales Director, Cognism

2 - Discovery
2 more stats for you, courtesy of Sales Benchmark Index:

Demos conducted without discovery are 73% less successful

than demos conducted with.
Salespeople who tie their demos to specific pain points are
35% more likely to win a deal.

So, now you know how important discovery is. But what is it?

The purpose of discovery is to uncover your prospect’s existing processes

and any pain points they may have. The idea is to start a conversation with

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them and identify exactly how your product can fit into their
current workflow and improve it.

The discovery phase can be conducted either over an exploratory

“discovery call” before the demo is scheduled, or in the early stage
of the demo itself.

If possible, we recommend having a discovery call with the prospect,

separate from the demo. Our business development team shared
the following steps.

Step 1 - Identify goals

When your discovery call starts, the first thing you need to do is identify
goals. These are:

The company’s short-term and long-term sales strategy goals.

The prospect’s individual goals.

Ask the prospect questions that reveal this information. Their answers
will be your basis for further discovery. Keep them in your mind as the
call progresses. How will your product help the prospect and their
company achieve these goals?

“It’s important to be precise. Focus on metrics

and get percentages if possible. Establish
quantity. For example, you can ask a question
like: how much are you looking to increase
your net new bookings? Then you can tie the
prospect’s answers to the results that your
product can deliver.”

Saif Khan
Senior Business Development Manager, Cognism

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 Step 2 - Identify pain points
The prospect has investigated your company because they have
business challenges they want to overcome. For some, the pain
they’re feeling may be hard to define.

Guess what? It’s the salesperson’s role during the discovery call to
explain their pain!

The best way of doing this is to ask open-ended questions about

the prospect and their business. Get the prospect talking more and
they’ll soon realise what their own pain points are.

Open-ended questions are questions that don’t require a simple

“yes or “no” answer. Here are some examples, straight from the
Cognism sales playbook:

What was the reason for you joining me on this call today?
What prompted you to explore our solution?
How big is your team?
What are your core KPIs?
Have you used a data provider before? If so, was it successful
and why?
What are the goals that your company is working towards?
What’s the biggest challenge your company is facing right now?
What’s prevented you from relieving this pain?
What does success look like for your business?
What technologies does your team currently use?
What CRM do you use?
What’s the average sales cycle at your company?
What’s the relationship like between sales and marketing?
Are you the decision-maker on a project like this?

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 “Identify 2-3 pain points that the prospect
is experiencing. Check with them afterwards
if you’ve understood correctly. Focus on the
prospect’s tech stack - chances are, there’s
a gap there that your product can fill.”

Nancy Newman
Associate Sales Director, Cognism

Step 3 - Tie everything together

This is the fun part!

Take the 2-3 pain points you’ve unearthed and connect them to a specific
feature of your product. Now you’ve got a shortlist of features that you
can explain to the prospect.

Show them how the features will produce benefits - linking the benefits
to the goals you identified in Step 1. Tying everything together in this way
will help you build up a strong business case.

“Don’t go through every one of your

product’s features. The prospect is only
interested in the parts that are relevant
to them and their business.”

William Gay
Business Development Manager, Cognism

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 Step 4 - Recap and reaffirm
At the end of each stage of your discovery call, repeat what you’ve
learned back to the prospect. Ask them if what you’ve discovered
is correct.

Trust us, it’s far from a pointless exercise - doing this means that they
might divulge even more information that will help you!

“When your discovery call comes to an

end, recommend the next step but let the
prospect decide. It could be a follow-up
email or going straight into booking a
product demo. Always set exact timings
for whatever the next step will be.”

Brahm Jagpal
Business Development Manager, Cognism

Bonus tip

“If you’re conducting the call online (which

is likely considering recent global events!) -
always make sure the video is on! Being able
to see each other will help you build rapport
much quicker.”

Jonathan Ilett
Sales Director, Cognism

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3 - Qualification
After discovering more about the prospect, it’s time to qualify them.
Are they ready to buy from you - yes or no?

Similar to discovery, this stage can be conducted on a separate sales

call, or as part of the demo proper.

What is qualification?
It’s the process of evaluating whether a prospect is a good fit for your
product or service. At the end of this stage, you should be in a position
to judge if the prospect is ready to progress to a demo or pitch.

Why is qualification important?

You know as well as we do - all salespeople are fighting against the clock.

You’ve got targets to hit and a finite amount of time in which to hit them.
You don’t want to be wasting your time on a prospect that isn’t a serious
contender for making a purchase.

This is why qualification is important - it saves you time and means that
you can quickly see if the prospect is a good candidate to be progressed
to the demo stage.

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How can you qualify correctly?
At Cognism, we teach our biz dev team to qualify new leads according
to the BANT criteria:

Budget Authority
Is the prospect Is the prospect
willing and able the ultimate
to spend? decision-maker?

Need Time
Does the prospect Is the prospect
have a problem looking to
that your product buy quickly?
can solve?

All of the questions our BDMs ask during qualification are based around
these 4 areas.

Use open-ended questions to get the prospect talking. These are

questions that don’t elicit a ‘yes’ or ‘no’ response. They help to get a
conversation going. The more information you get from the prospect,
the easier it is to qualify them.

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Sample questions include:

What does your current sales strategy look like?

How does your sales team generate new leads?
Who would normally be involved in buying decisions for new tech?
What tools are you currently using?
What regions are you looking to prospect into?
What competitors have you investigated in the past?
What did you like about them? What did you dislike?
What are your current business growth goals?
Are you in a position to take on new clients right now?

“If you find you can’t qualify the prospect,

walk away. Never close a client that you know
you won’t be able to deliver to”

Bradley Davies
Business Development Manager, Cognism

4 - Demonstration
You’ve discovered more about the prospect and their pain. You’ve
qualified them as a good fit for your product. The next step is all about
presenting your product in a way that satisfies and alleviates their pain.

This is the demonstration stage.

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Demo structure
We’ve found that most demos last between 30 and 45 minutes. Having a
good structure in place means you can keep your eye on the clock. You
don’t want to run out of time before you get to the most essential parts.

This is how we structure our demos at Cognism. Our BDMs weave each
section together, creating a single narrative.

The narrative is that your product can solve the prospect’s pain.

Demo stage

1 min: Introduction

2 min: Rapport

12–15 min: Discovery

1–2 min: Summary

1–2 min: Agenda

5–10 min: Objection handling

5 min: Feedback

5–8 min: Closing

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Demo notes
Our advice is to take notes during your demo. If you don’t, you will forget
key points!

Cognism’s BDMs use this template for their demo note-taking. Adapt it
for your own company’s needs/USP.

Company overview Brief description of the prospect’s company,

its industry and size.

Ideal customer profile The industries and job titles that the
prospect’s company targets.

Current process How the prospect’s company generates

new business.

Tech stack The main tools used by the prospect’s team.

Key hook What are they looking to get out of using

the product?

Rapport Personalised notes/information that could

be useful in follow-ups.

Introduction and rapport

While the introduction and rapport sections should be short and sweet,
they are still important. While you want to focus on getting to the next
stage quickly, you need to build your narrative straight from the kick-off.
It’s not about making a sale; it’s about selling a future state.

Think back to the 3 steps from the Research stage. What did you find out
about your prospect? Have they recently won an award, for example, or
been featured in an industry publication? Use the intel you have on them
to build rapport.

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Mirroring is a great technique for rapport-building. It’s often taught to
cold callers but can be just as effective for AEs. Here’s how it works:

Listen carefully to how the prospect speaks and the words they use.
Then, imitate the way they talk, using the same words or phrases.
Mirroring is a great technique for rapport-building. It’s often taught to
cold callers but can be just as effective for AEs. Here’s how it works:

This tactic has been proven to increase the odds of being “accepted” by
the person you’re talking to. It relaxes the prospect and makes them feel
more comfortable talking to you.

“On a demo, you should ideally be speaking

for 40% of the time, while the prospect
speaks for 60%. If you’re having difficulty
getting your prospect to speak, don’t
be afraid to use pauses! They’re a great
technique for getting the prospect to talk
more. Nobody likes dead air!” -

Alex Shorthose
US Senior Business Development Manager, Cognism

Discovery
If you haven’t arranged a separate discovery call, then this is the stage of
your demo where you should conduct discovery.

Go back to Stage 2 for our advice on how to handle this. The one thing
we will say is: discovery is where deals are won or lost. Take special care in
mastering this phase of the B2B sales process.

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 “Focus on 3 or 4 problems your prospect
may be facing. Too few and your prospect
won’t believe that you care; too many and
you’ll lose focus on your priorities.”

Richard Murphy
US Senior Business Development Manager, Cognism

Summary
Use this section to demonstrate that you were listening to the prospect’s
concerns. You have to show that you understand their pain points. Repeat
the prospect’s pain points back to them and ask them if you have it right.

Doing this is a great method for building credibility and trust with
the prospect.

Agenda
With this section, set a flow or expectation of what you intend to
discuss next. Tell the prospect the features that you would like to show
them - but allow them the chance to add to the agenda, if they wish.

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5 - Objection handling
At this stage of the B2B sales process, you’ll start demonstrating some
product features. Naturally, the prospect will have some objections.

As we mentioned earlier, Cognism uses the BANT methodology to qualify

leads. Most objections you’ll encounter will also conform to the 4 pillars
of BANT.

This is how you handle them.

Budget - “I don’t have

the money to buy.”
First, find out more about the reasons behind the objection.

Is it genuinely that the price is too high, or is it that the prospect doesn’t
see the value of your product for the price they’ll have to pay?

If it’s that the price is too high, emphasise the value of your product or
what makes you different from the competition.

If they don’t see the value, explain how your product will change their life
for the better! This could be anything from saving them time or money,
or helping them to generate leads and revenue. You have to give the
prospect a compelling reason to buy from you.

A compelling reason needn’t necessarily be based around pricing or cost.

It could be anything from certain product features, the level of customer
service that your company provides, or customer reviews.

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 Don’t discount

After all that, if the prospect still has an objection... try to avoid the
temptation of going straight to discounting. Doing this can all too
quickly devalue your product. If the prospect has a pricing objection,
there are other things you can suggest instead of taking money off.

Perhaps consider bespoke payment terms that help spread the cost
of investment, without reducing the overall price.

Use case studies and testimonials

Another strategy for resolving a pricing issue is to bring up some of your

company’s success stories. Prove that other organisations are achieving
results with your platform and that the expenditure is worth it.

Mention some satisfied customers who work in the same industry as

your prospect (this is a very important point - whichever customers you
mention, they must be relevant to the prospect).

Always have some suitable case studies and testimonials to hand during
your demos.

Authority - “I’ll have to speak to

my boss about this before deciding.”
To handle this objection, start by confirming what the prospect’s concerns
are. Maybe you can provide some information that will stop them from
referring their query upwards.

If you play this right, you can turn the prospect into a champion for your
product. They can help you get the buy-in you’ll need from the ultimate
decision maker.

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If that doesn’t work, and a third party has to be involved, stay calm.
Simply arrange a time to speak with them and book it in your diary.

Need - “We really don’t

need your product right now.”
With this objection, you need to get to the root of the problem. What’s
stopping them from buying?

It may be that the prospect loves certain product features, but not others.
It may be that they just can’t see (yet!) how your product will help them.

Two things will assist you here: data and content.

Data

Provide the prospect with some data that displays the difference your product
can make. We recommend pulling 2-3 stats or facts to use on your demo.

Before using them, check that the stats you’ve chosen are relevant to the
prospect’s industry or business. There’s no value in sharing sales statistics
with a marketer, for instance, or giving revenue growth data from your
enterprise clients to a startup.

Content

Make use of the materials produced by your marketing team (if you
have one!).

Come prepared to the demo with a couple of appropriate customer

case studies. If the prospect has a couple of very specific questions,
maybe you can direct them to a blog or two on your company website.

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Keep up to date with the content your business is publishing and utilise
it in your objection handling. If you’re encountering objections that your
company’s content can’t solve, then suggest scheduling in a regular
meeting between sales and marketing. Share your ideas with the marketing
team, so that they’re producing content that moves the needle.

Timing - “It’s not the right time

for us to buy.”
How you handle this objection all boils down to the prospect’s reason for
delaying. But whatever their reason is, the most important thing to do is to
create a sense of urgency.

Remind the prospect of the costs of not buying your product now.

This is where all the research and information you’ve gained during the
early stages of the process will come in handy.

Use what you’ve learned to turn the objection on its head.

Here are a few common scenarios from Cognism’s business development

playbook:

Scenario Action

The prospect’s company Your product can help them

is launching a new product achieve their goals.
or initiative.

The prospect’s company has Your product is a wise investment

recently acquired funding. and can take their business to the
next level.

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 The prospect has only recently Your product can help them to
joined the company. achieve great results and make a
big impression early on.

The prospect’s company had Your product will help them to turn
a bad quarter. their fortunes around.

The prospect has to wait for Your product will enable the
an incoming hire with ultimate decision-maker to become even
decision-making power. better at their job once they arrive.

Key takeaway
The trick is to turn each disadvantage into an advantage.

The bottom line is - investigate each objection, ask searching questions,

uncover the reason behind each one - and then use the information to
handle them effectively.

“My number one objection handling tip? Answer

the prospect’s most urgent objection first.”

“The reason for this is, once you’ve resolved

that, it makes answering all the other, less
troublesome objections much easier. You’ve
shown that you can be trusted and it will make
the prospect feel much more certain that
you have the solutions they’re looking for.”

Jonathan Ilett
Sales Director, Cognism

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6 - Closing
This stage of the B2B sales process should be the most exciting part for
the prospect.

You’ve demonstrated the value of your product, handled all of their

objections, and convinced the prospect that your solution is an
investment which can’t be passed up on.

Discuss prices and negotiate if necessary. Offering some free added value
to the deal can help get it over the line.

Also, be sure to discuss all of the remaining steps before the demo ends.
Confirm if there are any other stakeholders who need to sign-off on the
deal. This will ensure that there are no surprising bumps along the way.

Now the signed contract will be in sight!

“If there are other stakeholders involved

in the decision, and other hoops (legal, IT
or procurement etc.), talk about them at
this point.”

“But above all, get the prospect excited. Make

them look forward to using your product.

After all, you’ve just shown them how it will

make their problems disappear!”

Catherine Gardner
Business Development Manager, Cognism

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7 - Follow up
Congratulations! You’ve just signed a new customer. But wait - the B2B
sales process isn’t over quite yet…

As soon as the call ends, start formatting your demo notes. Include all the
key points you discussed and the agreed next steps. Arrange your notes
in a way that works for you and makes it easy to scan for the important
information.

Then, your next task is to compose a follow-up email.

The message should document everything you and the prospect

discussed. Here’s what a good follow-up email should contain:

How much you enjoyed showing them your product - keep building
that rapport, even at this stage!
The key points of what you talked about (if possible, include a
recording of your demo).
Clear and concise next steps and timelines for completion.
Include any extra information at the end of the email.

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 “Write your follow-up as if it’s going to be
read by multiple people. Chances are, it will -
on average, there are 7 people involved in
any B2B buying decision!”

“Make it clear, detailed, well-thought-out

and professionally written (no grammar
errors, no typos).”

Alex Shorthose
US Senior Business Development Manager, Cognism

8 - Feedback
This is the final step in the B2B sales process, and it happens after the
prospect becomes a customer.

Give your new customer some time to get to grips with your product and see
the value of it. Then, check in with them and ask them for their feedback.

This is the post-sales questionnaire that our BDMs send to new clients:

Which words would you use to describe our product?

How well does our product meet your needs?
Which 3 features are the most valuable to you?
What are the 3 most important features we’re missing?
If you could change just one thing about our product, what
would it be?
How would you rate the value for money of our product?

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 How did using our product compare to your expectations?
C ompared to our competitors, is our product better, worse, or
about the same?
Why did you choose our product rather than a competitor’s?
On a scale from 0 to 10, how likely are you to recommend our
company to others?
What would you say to someone who asked about us?

The insights you gain from customer feedback can be invaluable. It

impacts 4 key areas of the business:

Improving the sales process - it demonstrates which features are

highly prized by customers.

Sharpening marketing messaging - it gives the marketing team

fresh insights into how the product is perceived.

Proposes product upgrades - it highlights which features need to

be enhanced or revamped.

Establishes industry positioning - it gives you a much better idea

of where your business sits in the market.

“If the customer’s feedback says that

they’ve been enjoying the product, ask them
for a case study or referral. This might give
you a great new lead to restart the B2B sales
process with!”

Jonathan Ilett
Sales Director, Cognism

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Contact Cognism today
So there you have it - the 8 stages of the B2B sales process, explained!

Did you get value from our handbook? If your answer’s yes, connect with
us on our social media. We’d love to hear your feedback.

Cognism is the world’s best B2B prospecting solution. Our data and tools
can help your sales team to:

Save time.

Find new customers quickly.

Enable faster, more accurate outreach.

Simplify workflows.

...And do all this while being 100% compliant.

Want to book a demo with us? Simply click the button below. We’re
looking forward to starting the B2B sales process with you!

Request your demo today

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