The ultimate visual guide on how to sell to B2B [Part 2]

Sales is hard and time-consuming. For a newbie, it’s more like dark magic. This week, we are focusing on building sales funnels.

Sales is hard and time-consuming. For a newbie, it’s more like dark magic. Everyone likes when it is done well, but no-one seems to know exactly how. We’ve been lucky to get advice and tips from top sales people as well as amazing companies, such as Splunk for example. Last week we launched a new template to show guidelines how to build and structure your sales pipeline (and why on earth you need to do all the steps), how to structure your team around it and much more. This week we are writing longer about creating your sales funnel.

The B2B sales funnel

Many companies always struggle to set up the funnel for their sales. Here is a 5- step funnel that is easy to manage with questions and things to keep in mind.

Startup sales is founder job – for all founders, not just one. This way founder can learn and understand the process of sales in a startup and be much better at setting up proper sales organization going forward.


Questions to ask yourself:

  • Does the user profile match your target users?
  • Does this user need your product?
  • What are the use-cases for this user?
  • What data do you need to prove it?

Tip: PR can be a great way to generate leads. Founder-led PR is often much more valuable than just hiring a sales team. Qualification.


Questions to ask yourself:

  • Is it the right user (does she match with your target user profile)?
  • Does this person have the need for your product?
  • Does this customer help you meet your goals?
  • Do they have a budget?
  • Who is the decision maker and who is their influencer?
  • Is it the right time?
  • $ value?

Proof of value.

Questions to ask yourself:

  • Does the user say: “I need this!”
  • What is the proof of value?
  • How do you engage with the user?
  • Are all needed features there?
  • Is the ROI clear for the user?
  • How do you differentiate from the competition?

Tip: When users give you hard questions feel free to ask questions back instead of trying to find the answer. “How do you do that today?” or “How would you do that?” are great helpers in difficult situations.


Questions to ask yourself:

  • How do they make decisions?
  • How do they close deals?
  • Who’s the economic buyer? See below what profiles you need to identify in each company you sell to.
  • How do they purchase?
  • What it takes to close the deal?

Tip: Always underpromise and overdeliver.

Go to template to map your buyer roles


Questions to ask yourself:

  • How do you engage with customers after the purchase?
  • Are they active users and engaged with the product?
  • How will you offer support? Email, chat, phone?
  • In the payment flow, are you creating good emotions? Thank you pages, messaging etc.

Open template to create your funnel


  1. Make sure that your sales team represents all necessary roles. If you miss any, your sales cycle will be broken and it will take a long time to close each sale.
  2. Build your sales funnel and categorize your customers in which stage are they. This way you will have a checklist on what needs to happen to close the sale. Also, you will learn how much time it takes for you to move customers to the next phase in the funnel.
  3. Before getting into sales talks, map contacts from each company into buyer roles. If you identify empty gaps, you’ll know which people are missing from conversations. Having everyone identified and looped will ensure that your sales are smooth and fast.

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