The terms “sales process” and “sales methodology” are often used interchangeably. But, they represent distinct aspects of sales.
The sales process refers to a structured, repeatable framework. It guides sales reps through each stage of their interactions with prospects. It’s relevant from lead generation up to closing deals. Having a well-defined sales process means things are consistent and predictable.
Sales methodology, on the other hand, is the strategy or the principles behind how sales professionals engage with customers. Again, this is across all stages of sales. This refers to the approach to sales, techniques, and philosophies. It’s about how customer relationships are built and how objections are handled.
According to HubSpot’s 2024 Sales Trends Report, the average sales win rate is just 21%. This shows the challenge sales teams are facing in closing deals. Having a well-defined sales process and the right methodology can improve outcomes.
Let’s look at both in greater detail.
What is sales methodology?
Sales methodology is the set of principles that guide how sales teams approach potential customers and how they engage with them. It’s the “blueprint” for their interactions throughout the sales funnel and is in play from prospecting until closing the deal.
Sales methodology aims to improve the effectiveness and efficiency of sales activities. Having a methodology means having a structured approach to managing customer interactions.
There are different sales methodologies. The one you use depends on the nature of the business. Typically, they focus on aspects like customer needs, relationships, value delivery, and closing sales techniques.
Here are some examples of sales methodologies:
- SPIN selling
- SNAP selling
- Gap selling
- NEAT selling
- The Sandler system
SPIN selling
SPIN stands for Situation, Problem, Implication, and Need-payoff. This term was popularized by Neil Rackham. To come up with this methodology, Rackham studied sales calls (over 35,000 of them!) to try to understand what makes a salesperson successful.
The outcome of this was that sales conversations were one of four types:
- Situation questions: these aim to understand the current situation of the prospect.
- Problem questions: these identify gaps and areas of opportunity. It uses open-ended questions.
- Implication questions: these reveal the extent of the problem and what to prioritize.
- Need-payoff questions: these guide the prospects to solving their problem with a product or service. In other words, they figure out that your product/service can solve their issue without the hard sell.
Ultimately, it’s about making the buying process as simple as it can be.
SNAP selling
This is a methodology designed for prospects who are demanding or easily distracted. It is a newer methodology developed in 2012 by Jill Konrath. Like SPIN selling, SNAP is an acronym. This time it means:
- Simple
- I(n)valuable
- Align
- Priorities
In practice, it means:
- Use simple yet insightful questions. Make clear statements. Avoid jargon.
- Prove your product or service to be invaluable to the prospect.
- Align the sales pitch to the prospect’s goal.
- Narrow down potential prospects to target a market based on their chances of conversion.
Gap selling
This methodology focuses on the gap between where the potential customer is and where they want to be. It’s about having a deep understanding of customer pain points and goals. Sales reps position their product or service as the most effective way of bridging the gap between the prospect’s pain points and goals.
NEAT selling
NEAT selling is based on another acronym:
- N = Needs: The deeper needs rather than surface-level ones. What are their decision criteria?
- E = Economic Impact: The financial impact of their current trajectory compared to the impact if they make changes.
- A = Accessing authority: Getting to speak to someone with authority.
- T = Time: What will force the prospect to make a purchase decision? Do they have a deadline?
This method is great for lead qualification. This is because it can be used to help understand prospects’ different needs to turn them into qualified leads. You can use NEAT to eliminate leads that don’t qualify. It’s great for big-ticket sales and businesses with longer sales cycles.
Sandler selling
The Sandler methodology is all about potential buyers and sales organizations being equally invested. It is one of the most successful and was developed in 1967 by David Sandler. It is somewhat similar to NEAT but in this, sales reps are more like consultants rather than salespeople.
Sandler selling is about building mutual trust on both sides. The sales rep is an advisor. They ask questions that will identify issues in the qualification process. But, if the rep realizes their solution doesn’t address the prospect’s pain points, they won’t try and convince them that it does. Instead, they’ll abandon the sale. So instead of salespeople convincing buyers, it’s almost like buyers have to convince the sales leader they’re the right prospect.
Which methodology is best?
There won’t be one single methodology that works throughout the whole sales funnel. You will need different ones for different stages. The Sandler sales methodology is versatile and will work for most people. SNAP, however, is good for companies that sell within crowded markets. It’s good for transactional B2B sales environments because it’s a quick, precise, and efficient selling process that makes the seller stand out.
NEAT, too, is for B2B environments, but it’s particularly good for SaaS and those whose entire sales cycle isn’t so precise. Teams who deal with high-growth and fast-moving SaaS companies find NEAT selling powerful.
What is a sales process?
A sales process is the structured and repeatable series of steps that a sales team follows to convert prospects into customers. The process outlines the stages from initial contact to sale closure. There will be several stages—prospecting, lead qualification, needs assessment, proposal development, and closing.
A well-defined sales process can mean more predictable outcomes. And more sales. If there isn’t a structured process, performance can be chaotic or inconsistent. The result of this is missed opportunities and lost revenue.
When the sales process is unified, teams can track progress better, measure success, and optimize each moment. Each business will have a slightly different sales process. Many tasks can now be automated using AI sales technology too, which improves sales process efficiency.
Key differences between sales methodology and sales process
As you can see, the sales methodology and sales process are linked but different. Here are some of the main differences between the two:
Focus
Sales methodology focuses on the sales strategy. It’s about the principles behind the sales interactions rather than the interactions themselves. The sales process, however, is about the specific steps used by the sales rep to guide the customer through the sales pipeline.
Flexibility
A company’s sales methodology is flexible. It can adapt to different situations and customers. The sales process remains more structured and there are defined stages to follow.
Sales representative role
Sales methodology determines how reps engage with prospects. It also affects decision-making. The sales process determines the specific steps and actions reps take during every phase of the sale.
Integration with technology
The way technology is used in both sales methodology and the sales process differs subtly but significantly. Sales methodology is influenced by tools like AI that help guide strategies and determine the best approach for engaging with customers. The sales process, however, directly uses sales software to streamline tasks and track progress through structured stages.
For example, many tasks are now automated. CRM systems and AI track progress with established KPIs to measure success. While sales methodology is all about using data to determine the best strategy to use, the sales process uses it to improve efficiency and predict outcomes.
Tools can support both. They help reps stay connected, streamline workflows, and monitor performance. Sales teams can apply financial modeling techniques to forecast sales performance and make adjustments to methodology accordingly.
How to choose the right sales methodology for your team
Choosing an effective sales methodology depends on several factors:
- Your team’s unique sales goals
- Your customer base
- The selling environment
Here’s how to choose an appropriate methodology:
- Assess the entire sales team. Look at their strengths and the challenges they face. If they struggle with prospecting or lead qualification, SPIN sales methodology can help. This focuses on asking the right types of questions, which can uncover customer needs more effectively.
- Consider the types of customers and buyer personas you get and select a methodology that’s appropriate for them. If you have long sales cycles, long-term relationships will become more important than if you have shorter sales cycles.
- Think about whether flexibility or structure is more important.
The right methodology will mean the sales team engages customers more meaningfully. They’ll close more deals, and they’ll hit their sales targets.
How to optimize your sales process
Use proven strategies and technology to align the team’s workflow. Look at the stages in sales. Are there inefficiencies? Are there any bottlenecks in lead qualification or handoffs? If you understand where your shortcomings are, you can improve these areas.
Use CRM tools to automate routine tasks, use data to track performance, set clear KPIs, and evaluate continuously.
Conclusion: sales methodology vs sales processes
Though different, both sales methodology and sales processes are crucial for sales success. When comparing the two, we can note the following differences:
- The methodology guides how reps engage with customers.
- The sales process defines the steps to follow.
Above all else, having a unified communications platform and the right tools means both the methodology and the process will suit the unique business, products, and customers.
Frequently asked questions (FAQs)
What are some examples of popular sales methodologies?
Apart from the examples discussed in our article, other common sales methodologies include: Solution selling (solution selling is complex and question-heavy and was developed by Mike Bosworth in the 1980s), the MEDDIC framework by Jack Napoli and Dick Dunkel, the Challenger sales methodology, and inbound selling.
Can a sales team use multiple sales methodologies?
Yes. A sales team can use different methodologies depending on the stage of the sales cycle and the customer’s needs.
How do you measure the success of a sales process?
Success can be measured through key performance indicators (KPIs). Examples include conversion rates, sales cycle length, and revenue growth.
How does technology improve the sales methodology?
Technology automates tasks, provides data insights, and supports communication. This improves the effectiveness of the sales methodologies.
Updated Jun 24, 2025
