The purpose of this Bachelor´s thesis was to produce business to business (B2B) sales guidelines and a process description for a company that wishes to stay anonymous, and therefore will be referred to as Company X. The company wants to increase its sales orientation throughout the whole organization. One part of that is to describe the sales process. To support that the purpose is to provide information and guidelines about B2B sales and describe the practical process in a way that it can be used in company X’s quality process manual.

The theoretical basis of the thesis covers the basics in sales and provides a step by step guide to a sales process. A survey was carried out to find out if the views of a buyer and a seller match in a sales process.In many ways the buyers’ and sellers’ views lined with each other. The main difference could be seen in preferred contacting methods, in which the buyers preferred more indirect methods such as email, and sellers preferred a more direct way of communicating such as face to face meetings. The results show that time is highly valued by the customers. The seller needs to be efficient and find innovative solutions to communicate with the customer in a way that is informative and effective in making the sale, but at the same time flexible and the least time consuming from the customer’s point of view. This creates the need of fluently combining multiple methods of contacting to ensure customer satisfaction.

The thesis was conducted in cooperation with Company X throughout the thesis. The questions in the survey were formed with and approved by Company X. The results of the survey were presented to one of the managers of Company X and the thesis will be delivered to the company.