How to Build Your Minimum Viable Sales Process

We all hear the word sales process. But what does it really mean?

Are we talking about stages in a CRM?

Are we talking about specific plays, techniques, and tactics?

Are we talking about steps to take, activities to complete?

What about playbooks?

All of these play an important role in how you do sales. Your sales process pulls everything together in one place so that you can see - start to finish - how you’re going to get a lead to close.

It changes a lot over time. I had 4 or 5 variations of the sales process in 3 years when I was VP Sales at Proposify.

A good process guides you and the buyer to a purchase decision.

So let’s dive in on how to build a minimum viable sales process.

Before we dive into this framework, here’s an example of how the sales process at Proposify evolved over time, and the results that came with it.

• Jan 2019 → Win rate = 15%; ACV = $1,800; Cycle = 60+ days

• May 2019 → Win rate = 27%; ACV = $3,600; Cycle = 40 days

• Jan 2020 → Win rate = 32%; ACV = $11k; Cycle = 21 days

• Feb 2021 → Win rate = 38%; ACV = $11k; Cycle = 21 days

• Sep 2021 → Win rate = 42%; ACV = $13k; Cycle = 22 days

This type of process works well, regardless of your stage. It helps you capture what’s working, what’s not working. It gives you a map you can follow to get more deals closed.

We had a very basic process at first at Proposify from Jan 2019 to May 2019. By September 2021, our playbooks were robust. But the first inflection after a few months, we ran everything off a basic spreadsheet that was printed off on paper and on our desks so we could easily follow it. It was that simple.

Let’s dive into it.

Table of Contents

• Importance of a Minimum Viable Sales Process (MVSP …

  • Benefits of Starting with a Simplified Sales Proce …

• Steps to Develop a Minimum Viable Sales Process

  • Define Your Sales Stages

  • Set Clear Objectives for Each Stage

  • Develop Key Activities for Each Stage

• Create Sales Playbook

  • Definition and Purpose of a Sales Playbook

  • Key Components of a Sales Playbook

• Example of a MVSP + Playbook Elements

• Advice

Importance of a Minimum Viable Sales Process (MVSP)

Starting with a Minimum Viable Sales Process (MVSP) allows you to quickly implement a functional sales process without getting bogged down in details. It provides a foundation that you can build upon as you learn more about your market and what works best for your business. Here are some key benefits of starting with an MVSP:

Benefits of Starting with a Simplified Sales Process:

• Quick Implementation: An MVSP enables you to get started quickly without spending too much time planning and strategizing. This is crucial for startups where speed is often essential.

• Focus on Essentials: By concentrating on the most critical elements of the sales process, you can ensure that you are addressing the key factors that drive sales.

• Flexibility to Evolve: An MVSP is inherently flexible and can be refined and improved over time based on real-world feedback and performance data.

• Scalability: Starting with an MVSP makes it easier to scale your sales efforts as your business grows. You can add complexity and sophistication as needed.

Steps to Develop a Minimum Viable Sales Process

Creating an MVSP involves defining your sales stages, setting clear objectives for each stage, developing key activities, and creating sales playbooks. Here’s a detailed look at each step:

Define Your Sales Stages

The first step in building your MVSP is to break down your sales process into clear, manageable stages based on key call types and interactions with prospects. These stages represent the critical milestones in your sales journey from initial contact to closing the deal and beyond. Having well-defined stages helps you stay organized and ensures that you know exactly where each prospect stands in the sales pipeline.

Potential Sales Stages:

• Identified: Initial meeting is booked, and a potential opportunity is identified. This stage involves reaching out to leads, introducing your product, and scheduling an initial meeting.

• Qualified: An intro call is completed, and it’s validated that the lead has a problem your product can solve. This stage includes understanding the lead's needs, budget, and decision-making process.

• Demoed: All product demos are completed. This stage involves demonstrating your product’s capabilities and how it addresses the lead’s specific pain points.

• Trial Completed: The trial was set up and completed. This stage involves setting up the product for the lead to test, supporting them during the trial, and ensuring they see the value.

• Procurement Started: Active negotiation and contracting talks are underway. This stage includes discussing terms, handling objections, and negotiating the contract.

• Closed Won: The deal is successfully closed. This stage involves finalizing the contract, getting it signed, and transitioning to post-sale activities.

Set Clear Objectives for Each Stage

Once you’ve defined your sales stages based on call types, the next step is to set clear objectives for each stage. Objectives help you understand what you need to achieve at each step to move the prospect to the next stage. Having specific goals ensures that your sales process is focused and effective.

Examples of Stage Objectives:

• Identified:

  • Book the initial meeting.

  • Confirm the prospect’s interest and potential fit.

• Qualified:

  • Validate that the prospect has a problem your product can solve.

  • Ensure the prospect has the budget and authority to make a purchase.

  • Understand the prospect’s timeline and urgency.

• Demoed:

  • Successfully demonstrate your product’s features and benefits.

  • Address any initial questions or concerns the prospect may have.

• Trial Completed:

  • Set up the trial environment and ensure the prospect is onboarded.

  • Provide support and guidance throughout the trial period.

  • Collect feedback and ensure the prospect sees the product’s value.

• Procurement Started:

  • Engage in detailed negotiation and address any objections.

  • Agree on terms and conditions of the contract.

  • Prepare and send the contract for review.

• Closed Won:

  • Finalize the contract and get it signed.

  • Transition the prospect to post-sale support and onboarding.

  • Follow up to ensure customer satisfaction and plan for long-term relationship building.

Develop Key Activities for Each Stage

Once you have defined your sales stages and set clear objectives for each stage, the next step is to identify the key activities that will help you achieve these objectives. These activities are the specific actions you need to take to move prospects through each stage of the sales process.

Identified: Initial Meeting Booked and Potential Opportunity Identified

Key Activities:

• Research Prospects: Gather information about the prospect’s company, industry, and potential needs.

• Initial Outreach: Reach out to prospects via email, phone, or social media to introduce your product and schedule a meeting.

• Confirm Meeting Details: Ensure the date, time, and format of the initial meeting are confirmed and communicated clearly.

Qualified: Intro Call Completed and Problem Validated

Key Activities:

• Conduct Intro Call: Have a structured call to understand the prospect’s needs, budget, and decision-making process.

• Qualify Leads: Use discovery frameworks like FOUNDER (Facts, Objectives & Pains, Uncovering Impact, Negative Consequences, Driving Event, Reaching a Decision) to determine if the prospect is a good fit.

• Document Findings: Take detailed notes on the prospect’s pain points, goals, and qualification status.

Demoed: All Product Demos Completed

Key Activities:

• Schedule Demos: Coordinate with the prospect to schedule product demonstration sessions.

• Prepare Demo Materials: Customize your demo to address the prospect’s specific needs and pain points.

• Conduct Demos: Deliver engaging and informative demos, showcasing how your product solves the prospect’s problems.

• Follow Up: Send follow-up emails summarizing the demo and addressing any additional questions.

Trial Completed: Trial Set-Up and Completed

Key Activities:

• Set Up Trial: Configure the trial environment and ensure the prospect has access to all necessary resources.

• Onboard the Prospect: Provide onboarding sessions or materials to help the prospect get started with the trial.

• Support During Trial: Offer ongoing support and check-ins to assist the prospect during the trial period.

• Go/No-Go: Book a call to collect feedback on the trial experience and address any concerns or issues. Ask if they’re ready to get started.

Procurement Started: Active Negotiation and Contracting Talks

Key Activities:

• Engage in Negotiation: Discuss terms, pricing, and conditions with the prospect, and address any objections.

• Prepare Contract: Draft a contract that outlines the agreed-upon terms and conditions.

• Send Contract for Review: Send the contract to the prospect for review and approval.

• Follow Up on Contract: Regularly check in with the prospect to answer questions and facilitate the review process.

Closed Won: Deal Successfully Closed

Key Activities:

• Finalize Contract: Ensure all terms are agreed upon and the contract is signed by both parties.

• Transition to Onboarding: Introduce the prospect to the post-sale support team and begin the onboarding process.

• Customer Follow-Up: Check in with the new customer to ensure they are satisfied and address any initial concerns.

• Plan for Long-Term Relationship: Discuss potential future needs and opportunities for upselling or cross-selling.

Create Sales Playbook

Sales playbooks are essential tools that provide detailed guidance on executing various stages of your sales process. They help ensure consistency, reduce ramp-up time, and improve overall sales effectiveness. As a technical founder handling sales, having a sales playbook can make a significant difference in how you manage and close deals.

Definition and Purpose of a Sales Playbook

A sales playbook is a document that outlines the strategies, tactics, and best practices for different stages of the sales process. It serves as a personal reference guide, helping you understand what to do and how to do it effectively.

Key Components of a Sales Playbook

Overview of Sales Stages

• A high-level description of each stage in the sales process, providing a roadmap from initial contact to closing the deal.

Step-by-Step Instructions

• Detailed instructions for key activities within each stage, ensuring that you have clear guidance on what needs to be done.

• Example: For the "Qualified" stage, instructions might include specific questions to ask during the intro call to validate the lead’s problem.

Scripts and Templates

• Pre-written scripts for calls, emails, and other communications, helping you maintain a consistent and professional approach.

• Example: Email templates for initial outreach, follow-ups after demos, and trial setup confirmations.

Checklists

• Lists of tasks to ensure all necessary actions are taken at each stage, helping you stay organized and thorough.

• Example: A checklist for the "Demoed" stage might include tasks like scheduling the demo, preparing materials, conducting the demo, and sending a follow-up email.

Best Practices

• Tips and recommendations based on successful sales experiences, providing insights on how to handle common challenges and optimize your process.

Example: Best practices for handling objections during the "Procurement Started" stage, such as staying calm, addressing concerns directly, and providing evidence to support your claims.

Example of a MVSP + Playbook Elements

Here’s a copy of a completed playbook at a more mature company so you see what the final state can become. You can either make a copy of this or create your own. The easiest way to get this started is in a spreadsheet.

I ran this process at LevelJump Software (bootstrapped sales enablement tool, sold to Salesforce in 2021), Proposify (proposal management software, went from $6M ARR → $10M ARR leveraging this), and Q4 Inc (Investor Relations products, IPO with large sales team). It worked well at all of these different stages. It’s complete, yet flexible. Easy to change. Easy for folks to refer back to.

I usually link to all of the different playbooks and files at the bottom. Pitch decks, contract templates, follow-up templates, etc. Keep everything in one place.

Works well to keep founder-led sales organized. But also works great as a training document for when you hire sales reps.

Advice

• Don’t wait for the perfect sales process to start selling. Start with an MVSP and improve it as you go.

• Remember that continuous improvement is key. Regularly seek feedback and make adjustments to your process.

• You don’t need to build all of this at once. Add a little bit to it over time. Think of it as a product with many features - you’ll make feature enhancements and launch new features as you go.

Let me know how this process works for you. Best thing you can do is draw it out on a piece of paper first. Keep it basic. Then add to it over time.

For more practical early-stage sales tips, connect with me on LinkedIn.

If you’re looking for more hands-on help implementing your first sales process, reach out for coaching packages.

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