# Sales

> Guide founders through B2B sales from first deal to scalable sales engine. Use when a founder says "help me design my sales process", "how should I start selling this?", "write a cold email sequence", "create a demo script", "help me build a proposal", "how do I forecast my pipeline", "what CRM should I use", "SOW template", "sales playbook", or asks about outbound sales, closing deals, pipeline management, or sales team hiring.

- Skill: `samuelcastro/sales` (Agent Skill, multi-file: 7 files)
- Install (CLI): `npx skillmds@latest add samuelcastro/sales`
- Raw SKILL.md: https://api.skillmd.com/api/skills/samuelcastro/sales/raw
- Safety review: pending (external: skill-scanner PASS, skillspector PASS)
- Works with: Claude Code, Claude.ai, OpenAI Codex
- Category: DevOps & Infra
- Author: samuelcastro (https://skillmd.com/u/samuelcastro)
- Updated: 2026-09-22
- Page: https://skillmd.com/skills/samuelcastro/sales

---


# B2B Sales Skill

Guide founders through designing, executing, and scaling B2B sales—from closing the first deal as a founder-seller to building a repeatable sales engine.

## Reference Files

- `references/sales-process.md` — Stage-by-stage sales process design with exit criteria
- `references/cold-outreach.md` — Email sequences, call scripts, LinkedIn templates
- `references/demo-scripts.md` — Demo frameworks and objection handling
- `references/proposals-sow.md` — Proposal templates, SOW structure, pricing presentation
- `references/crm-selection.md` — Tool-agnostic CRM guidance with selection criteria
- `references/pipeline-forecasting.md` — Pipeline stages, metrics, forecasting models

## Workflow

### Step 1: Diagnose Stage & Sales Motion

Ask: "Where are you in your sales journey?"

| Stage | Signals | Focus |
|-------|---------|-------|
| **Pre-sales** | No paying customers, still validating | → Founder selling, discovery calls |
| **First 10 customers** | Closing initial deals, learning process | → Sales process documentation |
| **10-50 customers** | Repeatable motion emerging | → CRM setup, pipeline management |
| **Scaling** | Hiring first sales reps | → Playbook, forecasting, team |

**Sales Motion Selection:**

| Your Product | ACV Range | Recommended Motion |
|--------------|-----------|-------------------|
| Self-serve tool | < $1K | Product-led, no sales needed |
| SMB SaaS | $1K-$10K | Founder-led → Inside sales |
| Mid-market | $10K-$50K | Inside sales → AEs |
| Enterprise | $50K+ | Field sales, solutions engineering |

### Step 2: Design Sales Process

Use `references/sales-process.md` for detailed guidance.

**Core B2B Sales Stages:**

| Stage | Goal | Exit Criteria | Typical Duration |
|-------|------|---------------|------------------|
| **Lead** | Identify fit | Responded to outreach | 1-7 days |
| **Discovery** | Understand pain | Pain confirmed, budget exists | 1-2 calls |
| **Demo/Evaluation** | Show value | Champion engaged, next steps | 1-3 weeks |
| **Proposal** | Present solution | Proposal reviewed, feedback | 1-2 weeks |
| **Negotiation** | Agree terms | Verbal commitment | 1-4 weeks |
| **Closed Won** | Signed deal | Contract executed | — |

**Stage-Appropriate Methodology:**

| Situation | Use This Framework |
|-----------|-------------------|
| **Complex enterprise, multiple stakeholders** | MEDDIC (Metrics, Economic Buyer, Decision Criteria, Decision Process, Identify Pain, Champion) |
| **Quick qualification, SMB deals** | BANT (Budget, Authority, Need, Timeline) |
| **Differentiated product, need to change behavior** | Challenger Sale (Teach, Tailor, Take Control) |
| **Relationship-heavy, consultative sales** | SPIN Selling (Situation, Problem, Implication, Need-payoff) |
| **Early-stage, still learning** | Start simple, add methodology as you scale |

### Step 3: Build Outreach Engine

Use `references/cold-outreach.md` for templates.

**Outreach Channel Effectiveness (B2B):**

| Channel | Response Rate | Best For |
|---------|---------------|----------|
| Warm intro | 30-50% | Any deal size, always prioritize |
| Personalized email | 5-15% | Mid-market, enterprise |
| LinkedIn InMail | 10-25% | Decision makers, executives |
| Cold call | 1-3% connect | Enterprise, high ACV |
| Mass email | 1-2% | SMB, volume play |

**Cold Email Sequence Structure:**

| Email | Timing | Focus |
|-------|--------|-------|
| **Email 1** | Day 0 | Hook + specific value prop |
| **Email 2** | Day 3 | Social proof or case study |
| **Email 3** | Day 7 | Different angle + question |
| **Email 4** | Day 14 | Breakup email |

**Key Outreach Metrics:**
- Open rate target: 40-60%
- Reply rate target: 8-15%
- Meeting book rate: 2-5% of outreach

### Step 4: Master the Demo

Use `references/demo-scripts.md` for frameworks.

**Demo Structure (30-45 min):**

| Phase | Time | Actions |
|-------|------|---------|
| **Rapport & Agenda** | 3 min | Build connection, set expectations |
| **Discovery Recap** | 5 min | Confirm pain points, goals |
| **Demo** | 15-20 min | Show 3-4 key workflows, tie to their pain |
| **Social Proof** | 3 min | Relevant customer stories |
| **Pricing Overview** | 5 min | If appropriate, or schedule follow-up |
| **Q&A + Next Steps** | 5-10 min | Handle objections, book next meeting |

**Demo Principles:**
1. **Show, don't tell** — Live product beats slides
2. **Use their words** — Reference what they said in discovery
3. **3 features max** — Deep on value, not feature tour
4. **Leave them wanting more** — Don't show everything
5. **Always end with next steps** — Never leave without commitment

### Step 5: Close with Strong Proposals

Use `references/proposals-sow.md` for templates.

**Proposal Structure:**

| Section | Purpose |
|---------|---------|
| **Executive Summary** | 1-page: Problem, solution, ROI, ask |
| **Understanding Your Challenges** | Show you listened in discovery |
| **Proposed Solution** | How your product solves their problem |
| **Implementation & Timeline** | What happens after they sign |
| **Investment & ROI** | Pricing with value justification |
| **About Us** | Credibility, relevant customers |
| **Next Steps** | Clear path to "yes" |

**Pricing Presentation:**
- Always anchor high, then show value
- Present 3 options when possible (Good/Better/Best)
- Tie pricing to outcomes, not features
- Include ROI calculation if possible

### Step 6: Set Up Your CRM

Use `references/crm-selection.md` for detailed guidance.

**CRM Selection by Stage:**

| Stage | Recommendation | Why |
|-------|----------------|-----|
| **0-10 customers** | Spreadsheet or Notion | Free, flexible, learn your process first |
| **10-50 customers** | HubSpot Free/Pipedrive | Easy setup, good for founder-sellers |
| **50-200 customers** | HubSpot Paid/Close/Salesforce Essentials | Automation, reporting, team features |
| **200+ customers / Enterprise deals** | Salesforce / HubSpot Enterprise | Customization, integrations, scale |

**CRM Selection Criteria:**

| Factor | Weight | Questions |
|--------|--------|-----------|
| **Ease of use** | High | Will reps actually use it? |
| **Your sales motion** | High | Matches inbound vs outbound? |
| **Integrations** | Medium | Works with your stack? |
| **Reporting** | Medium | Gives insights you need? |
| **Price** | Medium | Fits budget as you scale? |
| **Customization** | Low (early) | Can grow with you? |

**Essential CRM Setup:**
1. Define pipeline stages (match your sales process)
2. Set required fields per stage
3. Create deal properties (ACV, close date, source)
4. Build basic reports (pipeline, conversion, velocity)
5. Integrate email for activity tracking

### Step 7: Manage Pipeline & Forecast

Use `references/pipeline-forecasting.md` for detailed methods.

**Pipeline Health Metrics:**

| Metric | Formula | Healthy Range |
|--------|---------|---------------|
| **Pipeline Coverage** | Pipeline value ÷ Quota | 3-4x quota |
| **Win Rate** | Won deals ÷ Total deals | 20-30% (varies by ACV) |
| **Sales Cycle** | Avg days from lead to close | Track by segment |
| **Deal Velocity** | (# deals × win rate × ACV) ÷ cycle | Increasing MoM |
| **Stage Conversion** | % moving to next stage | Define per stage |

**Forecasting Methods:**

| Method | How It Works | Best For |
|--------|--------------|----------|
| **Pipeline-based** | Sum of (deal value × probability) | Early-stage, few deals |
| **Historical** | Based on past conversion rates | 6+ months of data |
| **Weighted pipeline** | Stage-based probability weights | Standard approach |
| **Bottoms-up** | Rep-level commit + best case | Larger teams |

**Weekly Pipeline Review:**
1. Review each deal in negotiation stage
2. Identify stuck deals (no activity > 14 days)
3. Validate close dates and amounts
4. Update forecast (commit, best case, pipeline)
5. Identify gaps and plan outreach

## Decision Checkpoints

### When to Hire First Sales Rep

**Ready to hire when:**
- [ ] Founder has closed 10+ deals personally
- [ ] Sales cycle is understood and documented
- [ ] Win rate is > 20%
- [ ] Have 6+ months of pipeline data
- [ ] Can articulate what "good" looks like

**First hire profile:**
- Ideally: Previous startup experience at similar stage
- Avoid: Big company reps who need infrastructure
- Compensation: 50/50 base/commission typical for startups

### When to Add Sales Methodology

**Start simple, add complexity as needed:**

| Your Situation | Start With |
|----------------|------------|
| < $10K ACV, fast cycle | Simple qualification checklist |
| $10K-$50K ACV | BANT + basic discovery framework |
| > $50K ACV, multiple stakeholders | MEDDIC |
| Selling change, not just software | Challenger principles |

## Deliverables

### 1. Sales Process Document
- Stages with clear exit criteria
- Key questions for each stage
- Required CRM updates
- Use `docx` skill for creation

### 2. Cold Outreach Sequence
- 4-email sequence with templates
- LinkedIn connection message
- Call script for voicemail
- Use `docx` skill for creation

### 3. Demo Script
- Discovery recap template
- Demo flow for 3-4 key features
- Objection handling cheat sheet
- Use `docx` skill for creation

### 4. Proposal Template
- Customizable Word template
- ROI calculator
- Use `docx` skill for creation

### 5. Pipeline Tracker
- Stage-based pipeline view
- Forecast roll-up
- Activity tracking
- Use `xlsx` skill for creation

### 6. CRM Recommendation
- Comparison of top options for their stage
- Implementation checklist
- Essential fields and stages

## Common Sales Mistakes

**Process Mistakes:**
1. **No defined stages** — Deals get stuck, no visibility
2. **Skipping discovery** — Demo without understanding pain = low close rate
3. **Feature dumping** — Showing everything instead of solving their problem
4. **No mutual action plan** — Hoping vs. driving deals forward
5. **Single-threaded** — Only one contact = deal dies when they leave

**Outreach Mistakes:**
1. **Too much "I/we"** — Make it about them, not you
2. **No personalization** — Generic = ignored
3. **Asking for too much** — "30 min call" vs. "quick question"
4. **Giving up too early** — Most responses come after 3+ touches
5. **No follow-up system** — Leads fall through cracks

**Forecasting Mistakes:**
1. **Hoping vs. knowing** — Commit only what you can defend
2. **Outdated close dates** — Update weekly or forecast is fiction
3. **Ignoring stuck deals** — If no activity for 2 weeks, it's not real
4. **Single best-case scenario** — Always have commit/best case/pipeline

## Integration with Other Skills

- Use `idea-validation` skill first if ICP not validated
- Use `business-model` skill for pricing strategy
- Use `go-to-market` skill for overall GTM strategy
- Use `fundraising` skill to pitch sales traction to investors
- Use `docx` skill for sales collateral
- Use `xlsx` skill for pipeline and forecast tracking

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*Adapted from [Linas Beliūnas's](https://linas.substack.com/p/onepersonunicorn) **The One-Person Unicorn** founder skill set.*