How to Build a Sales Pipeline

You’ve probably heard the term sales pipeline when talking about the best ways to increase sales. This is because sales pipelines are a top tool and are highly effective in delivering profits.


There are a variety of steps to a sales pipeline. Each step can help you and your team strategize your sales process and create a visual that represents each person’s stage in your sales funnel as well as what is effective and what is not.


Crafting and implementing a sales pipeline is essential, as it provides the insights you need to ensure a successful sales process.

What is a Sales Pipeline?

On the most basic level, a sales pipeline is a sales tool used to gain conversions. It is an intentional and visual representation of the various stages of the sales process. When creating their sales process, businesses design a strategy that takes their leads on a step-by-step journey from initial awareness to conversion. The sales pipeline, then, is a visual that showcases each stage of the sales process, enabling businesses to view the effectiveness of their strategy.


Sales pipelines are often visualized as a funnel which is divided into each step of the sales process, with the very bottom being the point of conversion. Each lead is moved from the top of the funnel, through each stage, until they finally become a customer.


This visual enables businesses to track their sales strategy’s effectiveness. The pipeline makes it possible to determine if their processes and efforts are working, which gives them the opportunity to make changes if necessary.


Building a sales pipeline is important, as it gives you the ability to set conversion goals and see them through. With the visual representation created by the pipeline, you can be prepared for potential revenue and growth.  

Building Your Sales Pipeline

Here are the steps you want to take as you create your sales pipeline.

Know Your Audience


In order to effectively win conversions, you need to know who you’re selling to.This isn’t simply determining basic demographics such as age, location, and interests. You’re looking deeper, discovering the problems and pain points of your audience. You need to understand what they’re looking for and why in order to build an effective sales process. When you know what your audience is struggling with, you can create an offer that provides them with the perfect solution.  

Discover and Sort Leads 

Onceyou know who your audience is, you’ll be ready to start reaching them. Thereare many ways and places to reach your audience. Determine the best places tofocus your marketing efforts by noticing where your target audience spends themajority of their time. If they overwhelmingly use Instagram, Facebook, andTwitter, those platforms would be the best places to start.


However, there are other important places to reach your leads that don’t involve social media. Use PPC ads, optimize your website, guest post on industry sites, and offer a desirable and relevant lead magnet. All of these resources help you reach your target market and transition them into leads.  

Focus on Engagement

Engagement is the content portion of the pipeline. This is where you have the opportunity to truly shine and show your audience why they should buy from you. Here, you will create and publish expert, relevant content that helps you stand out from your competition. Your content will showcase your value and will let your leads know what solutions you have to offer for their pain points.


Create the type of content that will best reach your leads; articles, videos, images, or others. Use your leads’ regular platforms to share your content; social media, email, websites. Take the time to engage with your audience through social media comments, shares, messages, and more. This helps them connect with you, which is an important part in seeing your value.


Once your audience is connected with you and sees you as a valuable expert, they’re almost ready to convert and become your customer. Make sure you have clear sales pages and CTAs so that when they’re ready to say yes, they can do so quickly and without issue.


As your leads become your customers, they are reaching the end of your sales pipeline. The more people that convert, the more effective your pipeline is.However, if your leads aren’t converting very often, you’ll be able to look at your pipeline and see where they’re tapering off. This data will help you determine what needs to be done to deliver a more successful pipeline.