How to Build a Simple B2B Sales Handbook for Early-Stage Startups

Let’s be real—you have been networking and talking to a lot of people who say they are interested in your product but you don’t know how to go about closing the deal.

If you’re an early-stage startup, you need a game plan. Your sales team (even if it’s just you right now) needs a solid structure to follow so you’re not just throwing darts at a wall. The good news? Creating a simple sales handbook doesn’t have to be a headache.

This guide will walk you through all the key parts you need to include. And don’t worry, we’re keeping it simple, light, and as stress-free as possible.

1. Value Proposition & Target Buyers

First things first: What’s your product’s superpower, and who needs it? Your value proposition should explain why your product rocks and how it solves problems for your target customers.

What to Include:

Value Proposition: A simple, clear statement about how your product makes life easier for your customers.
Buyer Personas: Picture your ideal customers like you’re creating characters in a movie. What do they care about? What keeps them up at night? Here’s what you want to include for each:
- Drivers: What motivates them to buy? (Think: saving time, looking like a genius at their next meeting.)
- Interests: What cool stuff are they into? (Industry trends, tech tools, payroll…you know, the fun stuff.)
- Competencies: Are they tech-savvy or still figuring out how to unmute on Zoom?
- Channels: Where do they hang out online? (LinkedIn, email, TikTok? No judgment here.)
- Attribute Scales: What’s most important to them—ease of use, price, or the ability to brag about using AI?

Value Proposition Matrix: Use this handy table to match what your product does with what your customers need.

Example (Payroll SaaS Company):

For a payroll software startup, your value proposition might be something like, “We take the headache out of payroll so HR pros can focus on being awesome instead of crunching numbers.”

Your buyer personas could include HR Directors who just want to make payroll less of a nightmare and CFOs who care about saving a buck (or ten thousand).

2. Cold Mail Outreach

Ah, the fine art of cold emailing. In this section, you’re going to lay out how to slide into someone’s inbox without making them want to hit “Delete” right away.

What to Include:

Tools: Automate that stuff. Mention tools like SmartReach or LemList to help make it easy.
Email Templates: You need a template, but one that doesn’t sound like it was written by a robot. Keep it friendly, personal, and to the point.
Follow-Up Strategy: Because let’s face it, no one answers the first email. Follow up like a pro without becoming a stalker.

Example (Payroll SaaS Company):

Subject: Simplify Payroll, Save Sanity

Hey {{first_name}},

I noticed you’re in charge of HR at {{company}}. Payroll can be a pain (no one’s got time for that!). We’ve built software that automates all those annoying tasks and ensures you stay compliant. Less stress, more coffee breaks.

How about a quick chat next week to see if we can save you some time and make payroll a breeze?

Cheers,
{{sender_name}}

3. Cold LinkedIn Outreach

LinkedIn isn’t just for stalking ex-coworkers—it’s a goldmine for connecting with your target buyers. Your playbook should give your team a clear strategy for sliding into LinkedIn DMs without being, well, weird.

What to Include:

Connection Requests: How to make a connection request that doesn’t scream “sales pitch.”
Follow-Up Messages: A nice cadence for follow-ups without being a pest.
Tools: Use automation tools like Waalaxy to do the heavy lifting.

Example (Payroll SaaS Company):

Hey {{first_name}},

I came across your profile and saw you’re managing HR at {{company}}. We’ve helped companies like yours streamline payroll and cut down on admin headaches. I’d love to connect and see if we can help you, too.

Let’s chat soon?
{{sender_name}}

4. Cold Calling Outreach (as a Last Resort)

Cold calling isn’t exactly everyone’s favorite pastime. It’s more like the emergency parachute you pull when emails and LinkedIn haven’t done the trick. Treat it as the last resort, but when you gotta do it, do it right.

What to Include:

When to Use Cold Calling: If they’re ghosting your emails and ignoring your LinkedIn messages, it’s time to pick up the phone.
Scripts: Keep it short, sweet, and not annoying. Aim to book a call, not sell on the spot.
Handling Rejection: Because you will get rejected. Stay cool and exit gracefully.

Example (Payroll SaaS Company):

“Hey, I’m {{name}} from {{company}}. We’ve developed software that takes the hassle out of payroll, and I’ve been trying to reach you via email. I know things are busy, but I’d love to grab 10 minutes of your time to see if we can make payroll easier for your team. How does next week look?”

5. Discovery Call Process

Once you’ve made contact, the next step is a discovery call. This is where you figure out if they’re actually a good fit for your product (and vice versa). Think of it like a first date—ask lots of questions, but don’t talk too much about yourself.

What to Include:

Goals: Figure out their pain points, their budget, and if they’re ready to buy—or just window-shopping.
Call Script: Provide a loose structure for the conversation with lots of open-ended questions.
Key Questions: Dig deep to understand what problems they’re trying to solve.

Example (Payroll SaaS Company):

For a payroll software startup, ask questions like:

“How do you currently handle payroll? Does it involve screaming at spreadsheets?”
“What’s your biggest payroll pain point right now?”
“Are you using any tools right now, or are you just winging it?”

6. Post-Discovery Follow-Up

You’ve had a great chat—don’t drop the ball now. Follow up with useful content, links, and a gentle reminder that they still need your awesome product in their lives.

What to Include:

Email Templates: Quick, friendly follow-ups to keep the conversation moving.
Next Steps: Whether it’s booking a demo or sending over a proposal, make the next step crystal clear.
Content: Share links to case studies, product demos, or anything that might help nudge them toward a sale.

Example (Payroll SaaS Company):

Hi {{first_name}},

Thanks for the great chat yesterday! Based on what we talked about, I’ve attached a case study showing how we helped companies like {{company}} cut payroll errors by 30% in the first month.

Would love to show you how we can help with a quick demo. How’s next week looking?

Cheers,
{{sender_name}}

7. Handling Objections

No matter how awesome your product is, objections are inevitable. People are going to have concerns, and your sales team needs to be ready to handle them with grace and a little charm.

What to Include:

Common Objections: List the usual suspects (pricing, “we already have a solution,” etc.).
Response Strategies: Provide clever, non-pushy responses to each objection.
Escalation: When to push for a demo or a proposal (and when to back off).

Example (Payroll SaaS Company):

If someone says, “We already have a payroll system,” try:
“I hear you! A lot of our customers were using other systems too, but found that our solution reduced errors and saved them hours every week. I’d love to show you how we compare—how about a quick demo?”

Building a B2B sales handbook for your early-stage startup doesn’t have to be a grind. By focusing on creating a clear value proposition, understanding your buyer personas, and giving your team the tools they need to succeed (without sounding like robots), you’ll set yourself up for sales success.

Now go get that next deal—and maybe even enjoy the process a little while you’re at it!

About the Author

Angkan Mukherjee works in growth strategy for high growth companies and is a graduate of the ESADE business school in Barcelona. Outside work, he volunteers as a mentor at incubators like eWorks and loves getting involved in every aspect of building ventures. He gets excited to talk to others like him and help with any growth problem you may have from sales to recruitment. You can email him at angkan.mukherjee@alumni.esade.edu