Sales Pipeline Playbook — Buell EA Help

PROSPECTING 10%

QUALIFICATION 20%

NEEDS ANALYSIS 40%

PROPOSAL / QUOTE 60%

NEGOTIATION 75%

CLOSED WON 100%

10%

Prospecting

Find and connect with potential clients

🔍

Research target companies (LinkedIn, industry directories, referrals)

✉

Send personalized outreach (email, InMail, warm intro)

📞

Make initial contact calls — introduce yourself and your services

📋

Log the lead in CRM with source, company, and contact details

🤝

Attend networking events, trade shows, chamber meetings

📅

Schedule a discovery call or introductory meeting

Key Question: Is there a potential fit between what they need and what we offer?

→ Exit to Qualification: Discovery call is scheduled or prospect has responded with interest

20%

Qualification

Determine if this is a deal worth pursuing

🎯

Run BANT assessment: Budget, Authority, Need, Timeline

👤

Identify the decision-maker and key stakeholders

💰

Confirm budget range — can they afford your services?

⏰

Establish timeline — when do they need this done?

✅

Validate that your capabilities match their requirements

❌

Disqualify early if no fit — move to Closed Lost with reason

Key Question: Does this prospect have the budget, authority, need, and urgency to move forward?

→ Exit to Needs Analysis: Budget confirmed, decision-maker engaged, timeline established

40%

Needs Analysis

Deep discovery — understand the full picture

💬

Conduct in-depth discovery meetings with stakeholders

🔎

Document pain points, current processes, and gaps

📊

Quantify the impact — what is the cost of doing nothing?

🏆

Define success criteria — what does "done well" look like?

📝

Map out deliverables, milestones, and project scope

👪

Identify all influencers and potential blockers in the org

Key Question: Do we fully understand what they need, and can we articulate the value of solving it?

→ Exit to Proposal: Requirements documented, scope agreed, client expects a proposal

60%

Proposal / Quote

Present your solution and pricing

📄

Draft scope of work: deliverables, timeline, assumptions

💲

Build pricing — line items, discounts, payment terms

📧

Send formal quote via CRM (auto-created by stage automation)

📣

Present the proposal live — walk through the value, not just the price

🔄

Gather feedback — what resonates? What needs revision?

📆

Set a follow-up date — never leave a proposal floating

Key Question: Has the client reviewed the proposal and expressed intent to proceed (with or without changes)?

→ Exit to Negotiation: Client is actively discussing terms, pricing, or contract language

75%

Negotiation

Align on terms and close the gap

💬

Address objections — price, scope, timing, risk

📝

Revise proposal if needed — adjust scope before cutting price

⚖

Navigate legal review — liability, IP, confidentiality, terms

👥

Align all stakeholders — procurement, legal, exec sponsor

💳

Finalize payment structure — deposit, milestones, net terms

✍

Send final contract for signature

Key Question: Are all decision-makers aligned and ready to sign?

→ Exit to Closed Won: Contract signed and deposit received — or Closed Lost if deal falls through

✔

100%

Closed Won

Celebrate, then deliver

🎉

Send welcome / kickoff email to client

📁

Create project in CRM with timeline

💸

Generate invoice and collect deposit

📅

Schedule kickoff meeting

🔄

Set up retainer if recurring work

📊

Log revenue type and close date

✘

Closed Lost

Learn and nurture

📝

Document loss reason (competitor, budget, timing, no decision)

💬

Send graceful close-out email

🔄

Add to nurture list for future follow-up

📊

Review: what could we have done differently?

📅

Set 90-day follow-up task to re-engage

🔍

Feed insights back to improve process