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A Complete Guide to the 7-
Step Selling Process

Written by

Indeed Editorial Team

Updated August 18, 2024

Sales is a key part of any business, helping companies
grow while building a strong customer base. Learning
about the selling process can help you find potential
buyers or prospective clients, increase your overall
sales and nurture your relationship with consumers.In
this article, we explain the selling process and provide
seven common steps for making a sale.Key
takeaways:
The selling process is the interaction between a
salesperson and their potential buyer. There are
seven common steps to the selling process:
prospecting, preparation, approach, presentation,
handling objections, closing and follow-up.
The first three steps of the selling process involve
research into prospects’ wants and needs, with your
presentation midway through the selling process. The
final four steps include addressing any questions or
concerns, then closing the deal and maintaining your
connection.
 Both business-to-business (B2B) and business-to-
consumer (B2C) salespeople follow the same general
selling process to connect with prospective clients and
build a strong customer base.

 

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What is the selling process?

The selling process is the interaction between a seller and a potential buyer or client. It's generally a method businesses can re

7-step selling process

Here are seven steps that are typically involved in
making a sale:

1. Prospecting

2. Preparation or pre-approach

3. Approach

4. Presentation

5. Handling objections
 6. Closing

7. Follow-up

1. Prospecting

Prospecting involves finding and qualifying potential

buyers or clients. At this stage, you determine whether
your prospective customer has a particular need or
want that your business can fulfill. You might also
decide on varying factors such as affordability.This
stage of the selling process often involves research to
identify your ideal customer. You can start compiling a
list of leads or potential clients. You might screen them
based on qualifying questions, such as whether they’re
a business owner or homeowner or if their average
monthly profits or income are suitable for the product
price. This helps narrow your buyer pool.You can also
use the screening process to determine buyers’ current
needs. For instance, if you’re selling insurance to
individuals over age 65, then you probably won't target
someone in their 30s.Related: 7 Effective Personal
Selling Strategies and Why They Work
2. Preparation or pre-approach

Before making initial contact with your prospects, you

want to prepare. It's important to have all your
information ready, such as product descriptions, prices,
payment options, competitor rates and dates for
specific sales. You also want to know as much as
possible about your prospects so you can better
connect with them.This stage of the selling process
might also involve preparing your initial sales
presentation. Be ready to answer any questions your
prospects could have with supporting data. Practice
what you're going to say out loud, and have someone
present you with potential questions so you can
rehearse your response.

3. Approach
During the approach stage of the selling process, you’ll
make your first personal connection with your prospect
or prospects. This step involves getting the potential
buyer or client to interact with you by personalizing
your meeting or otherwise establishing rapport. Ask
questions to get the client involved in the
conversation.Example: For instance, if you sell
skincare products or services, you might ask:

Do you currently have a daily skincare routine?

Is there anything about your daily skin regimen that
you’re unhappy with?

What are your top skin complaints?

Have you heard about the skin benefits of our specific
product or service?
You can also offer a gift, such as $10 off the first skin treatment or a sample of the product so your prospect can experience th

4. Presentation
At this point in the selling process, you have
established an understanding of your prospect's
individual needs and wants. You can then tailor your
presentation or demonstration to show how your
product or service can best fulfill those needs or wants.
To complete this step effectively, focus on
personalizing it and frame your product as a solution to
their problem.Your presentation might involve a tour,
product demonstration, video presentation or other
visual or hands-on experience. This step is when you
can apply all your research. For instance, if you’re
trying to sell a house to a growing family, you likely
would show them a larger home with a yard in a family-
friendly neighborhood rather than a second-story
condo.

5. Handling objections
After you complete your presentation, your prospect
might have some questions, concerns or objections.
This is a normal and important part of the selling
process. View objections as an opportunity to learn
more about your prospect. When you research and
prepare appropriately, you’ll have all the information
needed to overcome objections.This step might involve
listening to your prospect's concerns and asking
additional questions to better identify and understand
their objections. You might want to then reframe your
sales pitch to address those concerns.Example: If a
customer says they won't be able to make an
investment until next month, you could offer them
additional savings or promotions if they follow through
with their purchase. While in the handling objections
step of the selling process, you might also reiterate the
cost or loss of value if the prospect decides to
completely forgo the purchase.

6. Closing
Once you've convinced the prospect that your product or service can meet their needs, it's time to close the sale. It's importan

7. Follow-up
The follow-up, which takes place after the sale, is one
of the most important steps in the selling process. It’s a
continuation of the relationship between the seller and
the buyer that ensures customer satisfaction, retains
customer loyalty and helps prospect for new
customers. The idea is not to continue selling at this
stage, but instead to nurture the existing
relationship.The follow-up might involve sending
a thank-you note or calling the customer to ask about
their experience with their new product or service. You
might also ask your customer to rate your service or
post a review on one of your social media or business
pages. Sometimes, the follow-up includes completing
the logistics of a sale, such as signing additional
contracts, making deliveries or installing products.
When done well, this stage can often lead you back to
step one in the selling process with additional sales,
referrals or reviews that bring new customers to
you.Related: 7 Methods of Selling and How To
Choose the Right One

Do you need help with your resume?

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Types of sales

There are two primary types of sales: business-to-

business (B2B) and business-to-consumer (B2C).
Understanding the similarities and differences between
these types of sales can help you improve your use of
the selling process when approaching prospects.

B2B sales
B2B sales involve selling products or services to other
businesses. When you work in B2B sales, you often
work with a professional buyer who is very familiar with
the selling process. Examples of B2B sales include:
Wholesale: A coffee bean manufacturer sells large
quantities of coffee beans to a cafe that then sells
those coffee beans in smaller quantities to
consumers.
Supply: A paper goods company sells paper cups
and napkins to restaurants.
 Service: A marketing firm works with businesses to
increase their presence online.

Read more: What Is B2B Sales?

B2C sales
B2C sales involve selling products or services to
consumers. The selling process for B2C sales is
usually much shorter, with many customers making a
purchase soon after the prospecting stage.One
example of B2C sales is a representative selling a
laptop to a customer at a tech store. Another example
that usually involves more research and prospecting is
an insurance salesperson selling a life insurance policy
to an individual.

 
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