Sales & Conversion: Turning Interest into Revenue

You’ve clarified your business model. You’ve started developing leads and marketing in the right places. Now comes the part that makes many small business owners nervous: sales.

Here’s the truth: you don’t need to become a pushy salesperson. Sales is simply helping people who are already interested decide with confidence to move forward. It’s about guiding, not forcing. When done right, it feels natural, like the next step in a conversation.

Let's break the sales process into simple, practical steps. We’ll cover what conversion looks like for both direct-to-consumer (DTC) businesses and B2B/service providers, explain why each step matters, and give you prompts to make it your own.

Why Sales & Conversion Matter

Many entrepreneurs focus so much on getting leads that they forget: leads don’t pay the bills, customers do. Without a clear process to turn interest into revenue, you’ll feel like you’re working hard but not seeing results.

The good news? You don’t need a complicated sales system. You just need a few clear steps that fit your type of business.

For DTC Businesses: The Conversion System

When you sell directly to consumers, your “sales process” happens mostly online. Your website or storefront is the salesperson. Here’s how to make sure it’s working for you.

Step 1: Storefront

If your website or store is confusing, slow, or unclear, people will leave before they ever buy. Make your value clear right away. Use reviews and before/after photos for proof. Highlight what makes you different from competitors.

Goal: Make it obvious within 5 seconds why someone should buy from you.

Step 2: Checkout

Customers drop off when checkout feels like work. Keep it under 3 steps. Offer multiple payment options. Show shipping/tax upfront to avoid surprises.

Goal: Make buying effortless.

Step 3: Recovery

Many people abandon carts but often they were interested and just got distracted. Send email or SMS reminders at 1 hour, 24 hours, and 72 hours. Add a gentle incentive (free shipping, 10% off) for returning.

Goal: Win back sales you would otherwise lose.

Step 4: Post-Purchase

Your best future customers are your past customers. Send onboarding emails (how to use the product). Invite to loyalty or referral programs. Suggest cross-sells or subscriptions for replenishment.

Goal: Turn one-time buyers into repeat buyers and brand advocates.

For B2B & Service Providers: The Sales Pipeline

When you sell to businesses, your sales process happens through conversations. Instead of one checkout page, you guide prospects through stages until they’re ready to sign.

Step 1: Define Your Pipeline Stages

Without defined stages, deals feel unpredictable. A pipeline gives structure.

Example stages:

1. MQL (Marketing Qualified Lead), someone in your ICP shows interest.

2. SQL (Sales Qualified Lead), confirmed need, budget, and timing.

3. Discovery, you explore their problem and goals.

4. Solution Fit, you show how you can help.

5. Proposal, pricing and plan on the table.

6. Commit, verbal yes, pending paperwork.

7. Closed Won/Lost, record why you won or lost.

   
   

Goal: Create a repeatable path from first contact to closed deal.

Step 2: Qualify Leads Early

Not every lead is worth your time. Some people may love what you do but aren’t ready to buy. Others may not have the budget or authority to make a decision. If you chase every lead, you’ll waste energy and feel frustrated. Qualification is just a fancy way of saying: “Is this person actually a good fit, and are they ready to buy?” Asking a few simple questions up front can save you hours of follow-up with people who were never going to become customers. Here are some practical tools to help you qualify leads:

• BANT (Budget, Authority, Need, Timing): Does this person have the money, the decision-making power, the problem you solve, and a reason to solve it now?
  

• MEDDICC-lite (simplified): Look for clear metrics (what success looks like), an economic buyer (the person who signs checks), their decision process (how they choose vendors), a champion (someone rooting for you internally), and any competition you’re up against.

  
  

B2B Example: A founder offers HR consulting. If they’re talking to an HR manager at a company with 30 employees, that person might “get it” but doesn't have budget authority. The better lead is the CFO or COO at a 200-person company, who has both the budget and the urgency.

Goal: Spend your time on prospects who can actually say yes, not just people who say they’re interested.

Step 3: Ask Good Discovery Questions

Great sales start with great listening. Discovery builds trust. Here are some examples of questions you can ask:

• “What happens if you don’t solve this in the next 6 months?”

• “Who else is impacted by this issue?”

• “What does success look like for you?”

• "What are you currently using? → What's working? → What's not working?

Goal: Understand their problem better than they do.

Step 4: Proposals that Win

A weak proposal makes prospects hesitate. A strong one moves them forward. When you are drafting a proposal make sure to:

• Restate their pain points in their words.

• Outline outcomes and timeline.

• Give 2–3 tiered options (Good/Better/Best).

• Address risks and how you’ll mitigate them.

• Make next steps and deadlines clear.

  
  

Goal: Make it easy to say yes.

Cross-Cutting Metrics You Should Track

No matter your business type, a few numbers show how well your sales process works:

• Conversion Rate: Visitors or leads who buy.

• Customer Acquisition Cost (CAC): What it costs to get a new customer.

• Average Order Value (AOV) or Contract Value (ACV): How much customers spend.

• Repeat Rate (DTC) or Win Rate (B2B): How many come back or how many deals close.

• Sales Cycle Length (B2B): How long it takes from first meeting to closed deal.

  
  

Goal: Track enough to spot trends, not so much that you drown in numbers.

Bringing It All Together

Sales doesn’t have to feel scary or pushy. When you see it as guiding people through a process whether that’s an online checkout or a series of conversations it becomes manageable. Each step has a clear purpose: reduce friction, build trust, and make it easy for customers to say yes. When you combine a solid business model, consistent lead development, and a clear sales process, you have the full system for growth.

Call to Action

If you’re part of StitchCrew, bring your sales process map, or your Shopify checkout stats, to office hours. We’ll help you find quick wins, plug leaks, and build confidence in your sales strategy.

👉 This completes our 3-part Growth Framework series. Ready to put it all together? Join us at StitchCrew for hands-on support.