Think about it:

• What would one warm lead mean to you as a new customer?
• Could it be the difference between treading water and hitting your next growth milestone? Reaching a fundraising milestone?

The industry average Cost per Lead (CpL) is approx $350

What are you paying currently and how do you compare to your industry?

Source: First page sage 2025

Building a sales strategy and a sales process can be difficult, it requires iteration and it’s never a one-time thing.

What is meant by sales strategy?

This is identifying your revenue goals, target audience - what are you trying to sell, how many customers do you need to reach targets?

What is meant by a sales process?

These are the steps to go through to secure the deal

Regardless of how complex your offering is, a simple, structured process can reduce confusion and increase your chances of success.

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7 Key Takeaways to Include in your Sales Process

1. Don’t Burn Your Leads

One of the most common mistakes founders make? Having a promising call, then letting the lead go cold.

Two ways this typically happens:

• Too aggressive: You push for the sale before understanding their needs.
• Too passive: You forget to follow up or miss your moment.

What to do:

• Always agree on a next step before ending a conversation.
• Use a calendar reminder, spreadsheet, or simple CRM to track every contact.

“If you put leads into a bad process, it’s as good as having no leads at all.”

Explore Emily’s other session on **Don’t Burn Leads** - and listen to her thought process on how she built this sales strategy below with Sam in 1hr 👇

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2. Educate First, Sell Later

Especially in sustainability, trust comes before conversion. Clients often need time to understand the problem - before they're ready to commit to the solution.

Tactics that work:

• Share news articles, policy updates, or case studies relevant to their role or industry.
• Position yourself as a helpful voice, not a salesperson.

“If you’re consistently helpful, they’ll come to you when they’re ready.”

3. Map the Buying Journey Early

In B2B, you're rarely selling to just one person. Understanding internal dynamics is critical.

Ask:

• “Who else is involved in the decision?”
• “What’s the process for signing off?”
• “Are there other stakeholders I should be aware of?”

This avoids being blindsided by budget holders or blockers later in the process.

4. Make the Second Call Count

Use your second conversation to go beyond rapport-building. Emily recommends framing it as a mini workshop. This helps uncover deeper needs and positions you as a strategic partner.

Why it works:

• Signals credibility and leadership
• Helps the buyer visualise what working with you looks like
• Gives you the detail needed to write a tailored proposal

Even the language helps - inviting them to a “workshop” sounds more valuable than just a “follow-up call”.

5. Create a High-Value Follow-Up Strategy

You need more than one way to keep the conversation going. Instead of chasing, offer something new and relevant.

Build a small “follow-up bank” of:

• Articles or insights around things that are useful to the prospect
• Industry trends or regulation updates
• Client results or testimonials

Make sure every message adds value. You’re not following up - you’re staying helpful.

6. Objections Are a Map, Not a Wall

Objections like “we don’t have a budget” can feel like a dead end - but they’re often just the start of a deeper conversation.

Try:

• “Is that a timing issue, or something else?”
• “What budget thresholds require sign-off from someone else?”
• “Who else might need to be involved to move this forward?”

These questions help you navigate internal politics and uncover opportunities you didn’t see at first.

7. Keep It Simple and Human

You don’t need expensive sales software to stay organised. Emily herself often uses calendar alerts and notes in early-stage work.

“It’s not about sophistication. It’s about consistency.”

Be kind. Be credible. Be clear on what happens next.

Final Thoughts

“You’re solving a problem. You’re serving them by even letting them know you exist.”

Founders often try to avoid “selling” because it feels inauthentic. But good sales is nothing more than helping the right person solve the right problem - at the right time.

Get clear. Stay useful. And build a process that reflects the values behind your product.

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5 sessions, back to back, to sprint towards getting warm leads.

Here’s what makes this sprint a no-brainer:• Direct ROI – stay because it’s working, not because you’re tied in• Pay in 3 instalments – spread the £149 over three months• Money‑back guarantee – if you don’t get that warm lead, you walk away with a full refund.

• Direct ROI – stay because it’s working, not because you’re tied in
• Pay in 3 instalments – spread the £149 over three months
• Money‑back guarantee – if you don’t get that warm lead, you walk away with a full refund.

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