You can build a great sales strategy and adopt top tools, but this may not be enough to guide your team effectively.
The sales process is just as much of a challenge for managers as it is for reps. As a team lead, you have to plan, organize, manage, control, and analyze the process. This is where sales process mapping comes into play.
In this article, we will discuss the ins and outs of this technique and provide useful sales process mapping examples.
Are you ready to create an actionable sales process map for your journey?
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Outline:
What is sales process mapping?
Sales process mapping is a technique for visualizing and understanding all the stages a potential client goes through before making a purchase. It helps businesses identify key interaction points with customers, uncover potential issues, and enhance the efficiency of each stage.
The primary components of sales process mapping include defining the sales stages (from lead generation to closing the deal), identifying responsible individuals, setting timelines, and establishing key performance indicators (KPIs).
By clearly outlining each step, businesses can streamline operations, ensure consistency in the sales approach, and improve overall customer experience. This method also facilitates better training for sales teams, as it provides a clear, structured guide for managing sales activities.
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💡Expert note: Typical sales processes contain 7 steps:
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Sales process mapping vs. sales strategy
| Aspect | Sales process mapping | Sales strategy |
| Definition |
A step-by-step visualization of how to run a sale | A big-picture plan to achieve sales goals |
| Purpose | To outline and show the exact steps that should be followed in sales | How to win customers and close more deals |
| Focus |
Operational (specific actions and stages) | Strategic (directions and goals) |
| Output |
A clear path for how to do sales | A plan of what should be achieved and why it matters |
| Scope |
Small-scale (individual sales steps) | Big-scale (overall sales direction) |
| Example |
Explaining steps of how to turn a lead into a customer | Deciding to focus on small businesses or startups |
Sales process mapping and sales strategy are both critical to a business’s success but serve different purposes. Sales process mapping focuses on the operational aspect of sales by detailing each step of the sales journey. It ensures that every stage is efficiently managed and identifies areas for improvement in the sales workflow.
On the other hand, a sales strategy focuses on a broader perspective and outlines how a company will achieve its sales goals. It encompasses market analysis, target audience identification, competitive positioning, and tactics for attracting and retaining customers.
Essentially, sales process mapping answers how to carry out sales activities, ensuring every step is optimized. Meanwhile, sales strategy is about what and why should be achieved and the means to reach sales objectives.
The benefits of sales process mapping
There are several reasons why you should be mapping sales process steps. For example, sales process mapping does the following:
- Makes the sales process transparent
- Serves as a blueprint for your entire sales team
- Allows for a high-level overview of the sales process
- Eases the onboarding process of new sales reps
- Helps the evaluation process
- Increases sales confidence and ingenuity
Makes the sales process transparent
Sales process mapping clearly defines each sales funnel stage and the actions required at each step. This transparency ensures that every team member understands their role and responsibilities, reducing confusion and miscommunication.
Moreover, a visual representation of the selling process allows for easy identification of bottlenecks and inefficiencies, facilitating prompt improvements. Finally, not only sales teams can gain a lot from this transparency. Customers who get support throughout every step of their journey feel more trust in your brand, which leads to a better sales experience.
Serves as a blueprint for your entire sales team
Sales process mapping provides a standardized framework for the whole team. This unified approach to selling ensures that every sales rep follows the same procedures and sales process mapping best practices. As a result, team members can execute their tasks more effectively, with fewer errors and more productivity.
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📌 Pro-tip: To boost your team’s productivity, we recommend using a CRM that tracks each sales rep’s progress, helps you monitor important metrics, and manages deals. For example, with Snov.io Teamwork, you can:
and much more! |
Allows for a high-level overview of the sales process
Sales process mapping helps leadership to better monitor the sales team’s performance, identify trends, and make data-driven decisions. Sales managers can set realistic goals, allocate resources more effectively, and develop working strategies to address any issues.
The bird’ s-eye view of the sales process also facilitates better communication and alignment between sales and marketing.
Eases the onboarding process of new sales reps
A well-documented sales process helps new hires quickly understand all the steps and what’s expected at each stage. The shorter learning curve allows new sales reps to become productive more quickly. Moreover, a sales process map set in a team ensures that all newbies get the same onboarding information and guidance.
Helps the evaluation process
Outlining each phase of the sales process and the expected outcomes makes tracking the team’s progress easier for managers. Reps can be objectively evaluated based on specific metrics and KPIs, leading to more accurate and fair assessments.
Meanwhile, managers can provide constructive feedback and targeted coaching. This allows sales reps to improve their skills and achieve better results.
Increases sales confidence and ingenuity
Building customer relationships and closing deals is hard when a sales team is uncertain of how to do their everyday tasks. Sales process mapping allows reps to perform their tasks more confidently. This naturally encourages creativity and innovation, allowing professionals to experiment with new approaches within the established framework.
As a result, the sales team gets valuable insights on how to strengthen their sales strategy.
How to create a sales process map: sales process mapping best practices
If you want to create an effective sales process map, outlining each step in the sales journey won’t be enough. What’s important is a more detailed scheme that will leave no team member confused.
That’s why I’d recommend to keep the following tips in mind:
- Start with defining your ideal customer
- Visualize the flow
- Give a precise overview of all the stages
- Align the teams
- Review your sales process map regularly
1. Start with defining your ideal customer
No matter which product or service you offer, start your sales process map by identifying your ideal customer. Without specifying what constitutes your lead, you won’t be able to map your lead generation goals.
Think of how and where you may find your leads. Some companies prefer generating leads through online webinars, trade shows, or inbound marketing campaigns. Yours might go the outbound route — reaching out to leads on LinkedIn or via email.
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💼 How to reach out to leads automatically via email or LinkedIn: Snov.io use case Users love Snov.io for providing everything they need for effective sales outreach automation. It helps companies contact leads via both channels, email and LinkedIn. What our clients appreciate most of all is a simple algorithm:
Then, you can build complex outreach sequences by mixing the capacities of the LinkedIn Automation Tool and Cold Email Tool. You can customize every step of your multichannel outreach – from viewing LinkedIn profiles to sending InMails and emails.
After you launch your campaigns, all data will be conveniently saved in your personal Reports tab.
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2. Build the flow
Be ready to visualize your sales process stages using flowcharts, diagrams, or specialized software tools. It will help make the process more accessible and easier for everyone involved.
Later, you’ll be amazed at how easy it is to grasp the overall process, see your reps’ individual contributions, and identify bottlenecks. Plus, you’ll always be able to include your visualized flow in training materials, team meeting presentations, and reference guides.
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🤔 What is the sales process chart? A sales process diagram, or a process diagram, is a visual representation of the steps involved in the sales process. It helps sales teams understand the sequence of activities, identify key stages, and ensure consistency in their sales approach. A typical b2b sales process flowchart begins with lead generation. It then progresses through lead qualification, initial contact, product demonstration, and negotiation, culminating in closing the deal and followed by post-sale activities. For example, take a look at the following software sales process flowchart:  It shows the transition from lead generation to deal closure through a chain of stages supported by detailed descriptions. Arrows indicate the progression from one stage to the next. Try implementing this example as a sales process mapping template for your goals, and feel free to adjust it to fit your needs. |
3. Give a precise overview of all the stages
Name and define the stages of your cycle on your sales process map. Each stage should represent a significant step in a sales funnel.
Remember that every stage should also include specific actions, responsibilities, and outcomes expected at each point in the sales process.
For example, in the Lead qualification stage, you can note activities such as researching the lead’s company, understanding their needs, and determining their budget. Responsibilities include assigning a sales rep to follow up with the lead. The expected outcome could be a qualified lead ready for the next stage.
In the Product demonstration stage, actions might include scheduling a demo, preparing a customized presentation, and addressing any initial questions or concerns.
The sales rep would be responsible for conducting the demo and gathering feedback. The expected outcome could be a lead expressing serious interest in the product.
By clearly mapping each stage, you create a plan that helps all reps understand their tasks, responsibilities, and desired outcomes.
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💡The formula of a successful sales process map: Sales process map = visualization of (every stage of the funnel + key tasks, responsibilities, and outcomes at each stage) |
4. Align your teams
All departments, including marketing, sales, and customer service, should work towards achieving common sales goals. The marketing team should generate leads that match the criteria defined by the sales team. Meanwhile, the customer service department should be ready to support new customers immediately after the sale is closed.
Regular meetings where representatives from all the above teams discuss their progress, challenges, and upcoming plans can help keep everyone aligned. Departments should also use shared communication channels like CRM systems to ensure a seamless transition between stages.
5. Review your sales process map regularly
You did your best to create your sales map. Now, it’s essential to monitor each phase to ensure ongoing improvement. The process involves using metrics and KPIs to analyze your performance and identify areas for optimization.
Say company N gets few or no quality leads after the lead qualification stage. This might bring them several important insights:
- Something is wrong with lead qualifying questions. They don’t really cover the main criteria for evaluation.
- Something can be wrong with the previous stages, e.g., outreach. Leads could accept the reps’ connection requests on LinkedIn, which the team perceived as consent to discuss the offering. Meanwhile, there was no direct communication with leads through LinkedIn messages or InMails.
- Something is not okay with the lead targeting. The company doesn’t filter the leads properly during the search stage. Prospect lists are gathered chaotically.
As you can see, you should keep an eye on all the stages of your sales process map and be ready to delve deeper into each. When you identify troublesome issues, transform them into regular coaching for sales reps. These training sessions are needed to ensure your team is equipped with the necessary skills and knowledge to excel at each level.
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💼 How companies align teams and manage their sales mapping process with CRM: Snov.io use case The Snov.io Team Statistics feature allows sales managers to analyze every sales rep’s won and lost deals thoroughly:
The tool tracks metrics such as the number of leads generated, conversion rates at each stage, the average time to close a deal, and user feedback. The team members can also view their performance and see how much they’ve contributed to the overall progress. Snov.io CRM provides a precise overview of all the funnel stages, allowing users to see all tasks, responsibilities, and outcomes in one place. The unlimited teamwork feature allows marketers and sales reps to work in sync. |
Sales process mapping examples
Check out these sales process steps with examples, and feel free to incorporate them into your marketing strategy.
1. B2B software sales
Stages:
- Lead generation
- Lead qualification
- Product demonstration
- Proposal submission
- Negotiation
- Deal closure
Example:
A B2B software company might start by generating leads through online webinars and content marketing. The leads are then qualified based on their industry, company size, and expressed interest.
Qualified leads are invited to a product demonstration, where the sales team showcases the software’s features and benefits. After the demo, a tailored proposal is submitted to the client. Negotiation on pricing and terms follows, leading to the final deal closure stage.
2. Real estate sales
Stages:
- Lead generation
- Initial contact
- Property viewing
- Analysis of clients’ needs
- Offer presentation
- Closing
Example:
A real estate agent generates leads through online listings and referrals. Initial contact is made to gauge the buyer’s interest and requirements. Property viewings are arranged for interested buyers, followed by a detailed needs analysis to understand their preferences and budgets.
Based on this analysis, the agent presents suitable property offers. Once the buyer selects a property, negotiations on price and terms are conducted, leading to the final closing of the sale.
3. Automotive sales
Stages:
- Lead generation
- Initial inquiry
- Test drive
- Offer presentation
- Negotiation
- Sale finalization
Example:
An automotive dealership generates leads through advertising and online inquiries. Initial inquiries are followed up with phone calls or emails to schedule test drives. After the test drive, the salesperson presents an offer detailing the car’s price, features, and financing options.
Negotiations on the price and financing terms follow. Once an agreement is reached, the sale is finalized with the necessary paperwork and vehicle delivery.
4. E-commerce sales
Stages:
- Awareness
- Interest
- Consideration
- Purchase
- Post-purchase follow-up
Example:
An e-commerce business attracts leads through social media and online ads. Potential customers show interest by visiting the website and browsing products. During the consideration stage, they read product descriptions and reviews and possibly add items to their cart.
The purchase stage involves completing the checkout process. Post-purchase follow-up includes sending a confirmation email, tracking important information, and requesting customer reviews and feedback.
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5. Consulting services sales
Stages:
- Lead generation
- Initial consultation
- Analysis of clients’ needs
- Proposal development
- Negotiation
- Contract signing
Example:
A consulting firm generates leads through networking events and online marketing. Then, a company schedules an initial consultation (e.g., a discovery call) to understand the potential client’s needs and challenges.
Further, they conduct a thorough needs assessment, resulting in a detailed proposal outlining the consulting services and deliverables. Next, negotiations on terms and pricing take place. Finally, a contract is signed to confirm the agreement and start the consulting work.
Common mistakes to avoid in sales process mapping
When you create a sales process map, it’s important to stick to the strategies that will be most effective and beneficial for your sales team. That presupposes certain ‘Donts’ you should refrain from:
❌ Making your map clear and specific
❌ Overwhelming your map with too many details
❌ Not focusing on the client first
❌ Trying to fit your process into a prescribed sales map template
Making your steps vague
You can’t effectively guide sales representatives if your sales process map isn’t detailed enough. For instance, a step labeled “Increase prospect engagement” is too broad, leaving sales reps with many how questions. Should they do it via calls, email, or messages on LinkedIn, or should they meet in person?
A well-defined map, by contrast, should include specific actions to ensure that every team member knows what is expected at each stage. In this case, the more appropriate action would be “Send a personalized follow-up email within 48 hours of the initial meeting.“
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Overwhelming your map with too many details
Conversely, don’t describe every possible scenario and action in your sales process map. For example, noting down as many follow-up procedures for various customer responses as possible can slow down the process considerably. Your reps simply won’t be able to focus on the key tasks.
Maintaining a balanced approach is important to make your sales process map practical and easy to use. It should include essential details without being overly complicated.
Not focusing on the client first
A sales process map emphasizing aggressive sales tactics without understanding the customer’s needs and pain points leads to poor customer experience. Your priority should always be the client’s needs and concerns.
Ensure your sales process map is customer-centric — just like your sales strategies. Do not include actions like: “Tell the prospect about all our top features.” Instead, note something more client-oriented: “Explain to the prospect what value they can get from our cooperation.”
Trying to fit your process into a prescribed sales map template
Using a sales process mapping template designed for a different industry or sales model might force your team to do what is not aligned with your specific business needs. This will lead you to lots of missed opportunities.
Create a sales process map that would fit your organization’s unique characteristics, customer base, and sales strategies. Customize the map to ensure it is relevant to your company goals, leading to a more successful sales operation.
It’s time to create your sales map!
Sales process mapping is a fundamental part of your effective sales strategy. By elaborating on a clear, customer-centric sales process map, you pave the way for the success of your sales operations. Especially if you leverage the right software—the one you’ll be able to customize to your goals.
Let Snov.io help you support your sales growth every step of the way, from generating leads to closing deals, with powerful tools and specialized resources designed for success.
Want to learn more? Enroll in our FREE video course From Lead Generation to Closing Deals to learn prospecting techniques and outreach strategies!
