How to design a sales pipeline for a small business (with an example)
What a pipeline is
A pipeline is the path from first contact to order, split into stages. Every open deal sits in one stage. At a glance you see how many quotes are open, where deals get stuck and what revenue is coming.
Rules for good stages
- Five to seven stages. More than that, and nobody updates them.
- Based on facts, such as "quote sent", not feelings such as "very interested".
- A clear entry rule for each stage, so everyone moves deals the same way.
- One next action per stage, which the CRM can turn into a task or reminder.
Example: a window manufacturer
| Stage | Enters when | Next action |
|---|---|---|
| Enquiry | Form, call or message received | Call within the same day |
| Qualified | Budget and timing confirmed | Book a measurement visit |
| Measured | Visit done | Send quote within 2 days |
| Quote sent | Quote emailed | Reminder to call after 3 days |
| Negotiation | Customer asked for changes | Revised quote |
| Won / Lost | Order signed or declined | Book installation, or record the reason |
Always record why you lost
"Price", "chose a competitor", "project cancelled". After a few months these reasons tell you more about your business than any report.
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