💼 How Do B2B Sales Work? A Step-by-Step Breakdown
B2B sales can feel complex at first. You’re not just selling to an individual — you’re selling to entire companies. But once you understand how the process works, it becomes much easier to build a system that consistently brings in clients.
In this blog, we’ll break down the exact steps of the B2B sales process, so you can convert more leads and scale your pipeline with confidence.
🧭 Step 1: Identify Your Ideal Customer Profile (ICP)
Before you even think about sending a cold email or hopping on a call, get crystal clear on who you’re selling to.
Your Ideal Customer Profile should include:
Industry
Company size
Pain points
Decision-makers
📚 Step 2: Build a Lead List
Now that you know who you’re targeting, it’s time to source quality leads. This can be done through:
LinkedIn Sales Navigator
B2B lead databases (Apollo, Cognism, etc.)
Website scraping tools (like Clay or PhantomBuster)
Focus on quality over quantity.
💡 Pro Tip: Use filters like job title, company headcount, and technology used.
✉️ Step 3: Craft Your Outreach
Good B2B salespeople don’t spam.
They send personalized, value-driven outreach via email, LinkedIn, or both.
Your message should be:
Short and relevant
Focused on a single pain point
Include a clear CTA (book a call, reply “yes”, etc.)
🔁 Step 4: Follow Up (Strategically)
The truth? Most replies happen after the second or third follow-up.
Space out your messages 2–4 days apart, and change your angles.
Don’t just bump the thread — add new value each time.
Use tools like:
Instantly
Smartlead
Lemlist
To automate follow-ups without losing the personal touch.
🤝 Step 5: Discovery & Closing
Once they reply, it’s time to hop on a discovery call.
What to do:
Ask about their goals and bottlenecks
Align your offer to their pain points
Handle objections with confidence
If it’s a fit — present a clear offer and close the deal.
🛠 Bonus: Automate Your Sales System
Set up workflows that save you time.
For example:
Zapier or Make.com to send leads from forms to your CRM
Auto-scheduling through Calendly
CRM tagging and stage movement (HubSpot, Pipedrive)
This reduces leads falling through the cracks and keeps your pipeline moving.
Final Thoughts
B2B sales aren’t about being pushy — they’re about solving real problems for real businesses.
If you follow a structured, consistent system, you’ll win more deals and waste less time chasing unqualified leads.
📅 Book a Free Call
Want help setting this up for your agency or SaaS?
Book a call with our team and let’s build your outbound system the right way.
