# What Are the Stages of a Sales Pipeline? | Capterra | Capterra > Your sales pipeline stages are straightforward. For B2B buyers, the process is anything but easy. Help simplify the process for them while building their trust and driving sales. Source: https://www.capterra.com/resources/sales-pipeline-stages --- Customer Acquisition and RetentionSales & Business Development # B2B Sales Pipeline Stages and Software Tools To Help Sales Teams Win More Clients By Lauren Spiller Lauren Spiller Lauren Spiller is a senior content writer at Capterra, covering sales and CRM with a focus on retail and customer experience. After receiving an MA in rhetor... [See bio & all articles](https://www.capterra.com/resources/author/lspiller/) Published August 7, 2023 6 min read Table of Contents - [Retain B2B buyers with the right tech tools](#retain-b2b-buyers-with-the-right-tech-tools) ## Your sales pipeline is straightforward. For B2B buyers, the process is anything but. The sales pipeline is a useful visualization tool for tracking the progress of deals, but traditional models have two shortcomings: they’re linear and focused solely on what’s happening at the seller’s end. Meanwhile, business-to-business (B2B) buyers have their own set of tasks that they may start and return to later. In other words, their process is a little less predictable. Being aware of this disconnect can help your sales teams work in a way that’s more efficient, flexible, and helpful to buyers. With some valuable insight from Gartner[\[1-4\]](#sources), we provide a sneak peek into what buyers are doing while progressing through your pipeline. We also share ways to simplify their process using tech tools so you can build customer trust and crush your sales goals. ### What does the B2B buying process look like? The B2B buying process is divided into jobs rather than stages: problem identification, solution exploration, requirements building, and supplier selection.[\[1\]](#sources) These jobs and corresponding activities aren’t necessarily completed in a linear order, meaning a potential buyer may need to return to an earlier job to ensure they’re making the best decision for their organization. What’s more is that B2B buyers aren’t usually individuals, but groups ranging from 14 to 23 people.[\[1\]](#sources) This too can extend the sales cycle length. An uncertain economy poses even more challenges: Buying groups are seeing more turnover as employees leave, priorities are changing due to inflation, and stakeholders are more discerning about purchases. Simply put, your buyers are under a lot of pressure, but there are things you can do to help. ## What are the sales pipeline stages? One of the reasons the sales pipeline is so useful is because it’s defined entirely by your organization. The number of stages and their descriptions are up to you. However, we’ll be following the four-stage model shown in the image below. Let’s break down each different stage and discuss ways to simplify the sales process for prospective customers by using technology. ### Prospecting The first stage of the sales pipeline is prospecting, which is about engaging with leads that fit your target [buyer persona](https://www.capterra.com/resources/persona-targeting-and-intent-data-for-b2b-sales/) to identify a sales opportunity. This is typically where you’ll use [lead qualification](https://www.capterra.com/resources/lead-qualification-checklist/) methods such as [BANT](https://www.capterra.com/resources/bant-framework/) (budget, authority, needs, timeline). However, to understand obstacles that may impede your buyer’s decision-making process, we recommend a different sort of data collection. Equipping your sales team with information on buyers’ emotions can help them understand how those buyers are impacted by economic uncertainty.[\[2\]](#sources) This information can also give your sellers a sense of a buying group’s interpersonal dynamics, such as how they come to agreements and how the buying process might be interrupted by changing stakeholders. _Sentiment analysis capability in qualitative data analysis tool_ [_Dovetail_](https://www.capterra.com/p/174077/Dovetail/) The image above provides an example of how you can use sentiment analysis capabilities to gauge how a potential customer feels about your product or service. Typically used to analyze feedback from existing customers, these tools can be used to highlight areas of concern as well as enthusiasm within both text and spoken interactions at any point across the customer journey. Tech tips and workarounds If your [CRM](https://www.capterra.com/customer-relationship-management-software/) doesn’t integrate with sentiment analysis tools, customer engagement tracking is another way to find out how a prospect is feeling. Click [here](https://www.capterra.com/customer-relationship-management-software/?feature=%5B48824%5D) for CRM systems that offer this feature. Otherwise, you might look into [Voice over Internet Protocol (VoIP)](https://www.capterra.com/voip-software/) tools that integrate with your existing CRM. Learn more about those in our [buyers guide](https://www.capterra.com/voip-software/#buyers-guide-content). ### Presenting solutions Our second sales pipeline stage, presenting solutions, means you’ve connected with a qualified lead and are ready to take it to the next level. You have just the product or service to solve their pain points, and you’re able to assign potential revenue for a sale sometime in the not-too-distant future. Ideally, they’ll agree to a presentation or demo so you can show them just how well your brand fits their needs. The truth is, if a potential buyer is willing to meet with you, you’re already a top contender. Research shows that B2B buyers spend an average of six months exploring options before meeting with a sales rep.[\[3\]](#sources) They’ve already done their homework, which helps your sales strategy by allowing you to skip the basics, such as product features, and dive into what the prospect really needs. _Slideshow feature from demo software platform_ [_VideoCom_](https://www.capterra.com/p/10003868/VideoCom/) [Demo software](https://www.capterra.com/demo-software/), like the example shown above, can help you build an interactive presentation that’s tailored to your buyers’ needs and meets even the most prepared prospect exactly where they are. Some platforms even allow you to present and share resources to help buyers complete tasks faster and more easily depending on the stage they’re in. These resources include: - White papers or case studies for problem identification - Webinars or vendor comparisons for solution exploration - ROI calculators or customer success stories for requirements building - Implementation guides or readiness checklists for supplier selection Tech tips and workarounds If you can, find a demo tool that integrates with your [CRM](https://www.capterra.com/demo-software/?feature=%5B83279%5D). Other useful features offered by most demo tools are customizable branding and collaboration tools that your digital marketing team can use to create branded templates and resources for your sales team. Find platforms that offer both [here](https://www.capterra.com/demo-software/?feature=%5B83281%2C83274%5D). ### Negotiating terms Stage three of the sales pipeline is negotiating terms. If your buyer is facing any sort of uncertainty as we mentioned earlier (e.g., turnover, changing priorities, or hesitation from stakeholders), this is where you’re most likely to experience bottlenecks in the sales process.  Luckily, [artificial intelligence (AI) technology](https://www.capterra.com/artificial-intelligence-software/) can guide your sales professionals toward the next best actions to help them know what’s most likely to result in a won deal. This is frequently achieved through real-time conversational analytics, a form of AI technology that allows sellers understand and respond to buyer feedback as things change on the ground.[\[2\]](#sources) _Image from artificial intelligence tool_ [_Collective\[i\]_](https://www.capterra.com/p/178682/Collective-i/) AI tools, like the one shown above, are designed specifically for sales organizations to deliver better customer experience and business outcomes. They mimic human behavior and learning patterns to recommend what moves your sales team should make next with hesitant buyers. Sometimes, you might just need to give prospective customers more time. Stakeholders who thoroughly assess their current capabilities and future needs report 8% less uncertainty in their purchase decision.[\[4\]](#sources) Buyers feel more confident when they have time to evaluate a potential purchase, which results in not only conversion but also higher-quality deals. Tech tips and workarounds If your organization uses chatbots to get leads in the door, AI tools are great for that too. Click [here](https://www.capterra.com/artificial-intelligence-software/?feature=%5B26003%2C26000%5D) to find AI tools that are designed for chatbot capabilities within sales organizations. ### Closing the sale The final pipeline stage is closing the sale. Your sellers can confidently say they’ve closed a sale once a purchase order has been placed, but others might consider this step complete with a verbal agreement. Either way, [contract management software](https://www.capterra.com/contract-management-software/) provides buyers and sellers with an easy way to sign documents so you can start celebrating. _Signature page in contract management tool_ [_ContractNow_](https://www.capterra.com/p/202671/ContractNow/) Contract management software also shows which of your contracts are up for renewal, so you can retain your clients’ business as well as track performance metrics to understand how well your contracts are performing. Whichever tool you adopt, just ensure it [integrates with your CRM](https://www.capterra.com/contract-management-software/?feature=%5B56751%5D) so you can keep all your client information in one place. ## Retain B2B buyers with the right tech tools Despite being the last stage of the sales pipeline, reaching the deal stage does _not_ mean your work is done. You still have to follow up with your new customer to ensure future purchases and start the sales process all over again. You’re at an advantage at this point because your buyer has already decided to work with you, but a repeat purchase isn’t guaranteed. The tools we’ve discussed in this blog post can also be used beyond the sales process for [customer retention](https://www.capterra.com/resources/customer-retention/), such as: - [Sentiment analysis tools](https://www.capterra.com/qualitative-data-analysis-software/?feature=%5B28101%5D) to identify improvement areas in your products or services. - [Demo software](https://www.capterra.com/demo-software/) to show new customers how to get the most value from your product or to present new features or products to customers nearing the end of their contract. - [AI technology](https://www.capterra.com/artificial-intelligence-software/) to predict customer behavior and [calculate churn risk](https://www.capterra.com/resources/customer-retention-metrics/). - [Contract management tools](https://www.capterra.com/contract-management-software/) to renew contracts. As you shop for software, remember to look for ones that [integrate with your sales CRM](https://www.capterra.com/resources/sales-pipeline-analysis/) for the smoothest implementation. **Looking for more sales and business development resources? Check these blog posts:** - [Sales Trailblazer Shares Her Secrets for Driving Business Growth Through Inclusive Sales](https://www.capterra.com/resources/driving-growth-through-inclusive-sales/) - [4 Tips To Update Your Team’s BANT Sales Process](https://www.capterra.com/resources/bant-sales-process/) - [Lead Qualification Checklist: 5 Steps To Get Higher-Quality Leads](https://www.capterra.com/resources/lead-qualification-checklist/) - [3 Tips To Convert Cold Leads](https://www.capterra.com/resources/cold-leads/) ## Capterra's 2026 Software Buying Trends Report ### Download our 2026 Software Buying Trends Report to see how successful software adopters avoid disappointment and how your business can, too. * * * _Note: The screenshots of applications included in this article are examples to show a feature in context and are not intended as endorsements or recommendations._ Sources 1. [Focus on Buying Jobs Rather Than the Chaos of Buying Journeys](https://www.gartner.com/document/code/761241), Gartner 2. [Chief Sales Officer Leadership Vision 2023](https://www.gartner.co.uk/en/sales/trends/cso-top-priorities-leadership-vision), Gartner 3. [Best Practices for a Successful First Sales Meeting](https://www.gartner.com/document/4013573), Gartner 4. [Help B2B Buyers Navigate Change Management for Complex Purchases](https://www.gartner.com/document/code/754123), Gartner * * * ### Was this article helpful? * * * ## About the Author [### Lauren Spiller](https://www.capterra.com/resources/author/lspiller/) Lauren Spiller is a senior content writer at Capterra, covering sales and CRM with a focus on retail and customer experience. After receiving an MA in rhetoric and composition from Texas State University, Lauren has pursued a career that allows her to help others through writing. Lauren’s research and writing for Capterra is informed by nearly 300,000 authentic user reviews and more than 15,000 interactions between Capterra software advisors and CRM or sales software buyers. 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