Guides · Sales

How to Build a Sales Process from Scratch

A simple, step-by-step guide to building a sales process for a small business or start-up, so you win more of the enquiries you already get.

By Sachin Shah · 8 April 2026 · 7 min read

Quick answer: A sales process is just the set of steps you take every time someone shows interest, from first enquiry to payment. Write the steps down, decide what "done" looks like for each one, track every lead in one place, and follow up until you get a yes or a clear no.

Why you need a sales process, even if you’re small

Most small businesses get enquiries. The problem is what happens next. Calls go unanswered, quotes are sent and forgotten, and nobody follows up. The work goes to whoever replied first.

A sales process fixes that. It doesn’t need to be complicated. For a plumber it might be five steps on a whiteboard. For a software start-up it might be a few stages in a CRM.

Step 1: Write down how people buy from you

Look at your last ten customers. How did they find you? What did they ask? What made them say yes? You’ll usually see the same steps every time. For example:

1. Enquiry comes in (call, form, WhatsApp, email)
2. Quick chat to understand the job
3. Visit or demo
4. Quote or proposal sent
5. Follow-up
6. Yes, and the job is booked

Step 2: Decide what “done” means for each step

Each step needs a clear finish line. “Quote sent” is clear. “Talked to them” is not. Clear steps make it obvious where each lead is and what needs to happen next.

Step 3: Put every lead in one place

Notebooks, inboxes and memory aren’t enough. Use one place for every lead. That could be a simple spreadsheet to start, or a free CRM like HubSpot or Pipedrive. For each lead, note:

• Name and contact details
• What they want
• Which step they’re at
• The next action and when

Step 4: Reply fast

Speed wins. People often contact two or three businesses at once, and the first one to reply has a big head start. Aim to reply within an hour during working hours. An automatic “thanks, we’ll call you shortly” message helps when you’re busy.

Step 5: Follow up, then follow up again

Most quotes aren’t lost, they’re forgotten. A polite follow-up two days after a quote, then again a week later, wins a surprising amount of extra work. Write a few templates so it takes seconds.

Step 6: Look at the numbers once a month

Count how many enquiries you got, how many quotes you sent and how many you won. If lots of enquiries don’t become quotes, look at your first conversation. If lots of quotes don’t become jobs, look at your price, your follow-up or how your quote looks.

Keep it simple

The best sales process is one you actually use. Start small, stick to it for a month and improve it as you go.

Need a hand? Our sales help is built for small businesses, or get in touch for a free chat.

Sachin Shah, founder of SS Consultancy Group. Sachin started his career cold-calling Fortune 500 companies, went on to run the revenue function at an AI software company, and has generated €60M of qualified pipeline and closed more than €2M in ARR. He now runs revenue consulting for brands up to €2M ARR, and his studio builds websites and automations.