What is the Sales Sequence?

What is the Sales Sequence?

The sales sequence is a four-stage process for selling your products and services, that involves first contact, exploring needs, matching needs and following-up.

Carrying out this process successfully is an absolutely vital part of customer services. Outstanding customer service will help your organisation stick-out from the rest and make a lot of sales. With products and service setting better and better, good treatment of customers is often a defining feature.

However, your organisation needs to be flexible. This is really important, because as no two business sales nor clients will be the same. Each client wants something different. So, you need to work around them and make sure your sales sequence can be tailored to a specific partner.

Steps in The Sales Sequence

First Contact

First impressions are everything. This is because it can set the tone for the rest of the sales process or prevent it from going any further.

This is the first chance for your client to get to know your organisation, employees and services on offer. You should come across very professionally and show great knowledge not only about your own product, but about the organisation who is meeting with you.

In addition, according to Wisdom jobs, not only should you show good knowledge of the company and product, you need to show off your market and customer data, as well as great personal preparation like clothing.[1]

This first meeting is a chance to get to know one-another and get a feel for what the organisations wants from you. You should pay attention to subtle things like body language, as it can give you an idea of how things are going. As a result, first meetings set the groundwork for the next step in the process: exploring needs.

Exploring Needs

Exploring needs involves delving deeper into what your potential sales partner or customer actually wants.

This can be quite tricky, as sometimes in negotiations your counterpart won’t tell you outright. Consequently, you need to have great listening and communication skills. You should ask the right questions to draw them out and get as much information as possible. This requires professionalism and respect for your potential partner.

When you feel you have enough information, you can move onto the next step of fulfilling your sales strategy which is trying to match those requirements and making a proposal.

Matching Needs

Managing and matching what your sales partner or customer wants from you can successfully close a sale down the line.

Customers will respect you if you show transparency. This is because “it helps build trust, and encourages open and honest communication”.[2] As a result, you need to make it abundantly clear to them what you can and cannot do to match their requirements.

If you hit any bumps in the road, try and deal with it maturely. Getting visibly irritated and angry will only succeed in scaring off your potential sales partner. Often organisations are judged by how they respond to and deal with problems. This means you need to make sure you have a plan and a clear head.

At this point, a partner may decide to walk away, or complete a sale. If you make the sale, your duties do not stop there.


As you are providing a product or service, you have a duty to make sure it functions as intended, and you get the payment.

This is a two-way street, as you are entitled to your payment, but you need to make sure that you provide what the company ordered. You don’t want to end up with a very late payment, or faulty products that you did pay for.

If everything runs smoothly, then you may want to keep a channel of communication open for another potential sale in the future. This can increase customer lifetime value.

For more information, you can view our online customer service pathway. It includes a range of customer service eLearning courses, such as our very own sales sequence course. They will prepare your workforce

You can view our customer service pathway here.

[1] https://www.wisdomjobs.com/e-university/marketing-management-tutorial-294/the-sales-sequence-the-seven-steps-model-9535.html

[2] https://www.forwardfocusinc.com/ignite-sales/matching-your-products-and-services-to-your-clients-needs/