A sales process is essentially a repeatable set of steps sales reps follow to turn leads into customers. In the past, that process may have run more on instinct and simply remembering who to call next. Today, though, things look different. Buyer journeys aren’t as linear, and AI is reshaping every interaction. Because of these changes, sales reps must adapt.

Highspot’s Brie Tobin says that while the B2B buyer’s journey has become more sophisticated, you can still connect with them by following a proven process. In this issue of PromoPro Daily, we outline Tobin’s thoughts on how to have meaningful conversations with prospects and convert them in a repeatable, scalable way.

  1. Identify potential leads. Tobin says the sales process begins with the hunt for leads, but it’s less about volume and more about quality. She recommends using digital channels, real-world events and social platforms to diversify your lead-gen sources.

  2. Qualify and connect with prospects. It’s OK that not every buyer is suitable for the red-carpet treatment. Tobin says lead qualification is where the sales process proves its worth, giving reps a filter to separate the window shoppers from the budget-backed buyers.

  3. Research stakeholders at target accounts. According to Tobin, research is the most underrated element of a modern sales process. She advises digging into org charts, LinkedIn profiles and the latest industry news to learn who’s involved in the decision-making process.

  4. Conduct initial contact with B2B buyers. This step is where the sales process either builds momentum or stalls out, Tobin says. Your first contact has to hit like a well-placed hook in a hit song. It should be impossible to ignore and perfectly on pitch. Ditch the generic cold email and lead with insight, relevance and proof you know what you’re talking about.

  5. Handle objections on discovery calls. This is when the real pushback bubbles up, Tobin says. The prospect might hesitate on price or address other priorities. Or they might say, “We’re already working with someone.” She recommends training reps to treat pushbacks as invitations to dig deeper, not retreat.

  6. Leverage analytics to follow up with leads. This is where science meets art. According to Tobin, a modern sales process uses analytics not as a rearview mirror, but as headlights illuminating the road ahead.

The way buyers move through decisions will keep evolving, and your sales process should evolve right alongside it. What worked 5 years ago feels clunky now, and what works today may feel outdated a year from now. That’s why it’s important to stay flexible and use a data-driven process.

Compiled by Audrey Sellers
Source: Brie Tobin is the senior director, SMB and commercial sales for Highspot, a sales enablement platform.