A sales maturity model is a structured approach that helps sales organizations grow revenue by moving clients through progressive stages of value. Instead of selling once and moving on, the salesperson guides the client toward better outcomes over time.
A maturity model starts with what the client needs now. Once results are achieved, the salesperson helps the client improve performance further by introducing higher levels of value.
Most effective maturity models have three to five stages. More stages do not automatically make the model better.
Why Sales Organizations Need a Maturity Model
Think about the last client who bought from you. You were happy to win the deal, and your client was happy with the purchase. Afterward, you likely moved on to the next opportunity.
That approach creates risk.
Without a maturity model, clients eventually lose interest. Over time, they disengage from your company, your solutions, and your sales organization.
A maturity model prevents stagnation by giving clients a clear path forward.
How a Sales Maturity Model Works
A sales maturity model focuses on three outcomes:
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Winning the client
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Delivering strong execution
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Creating ongoing improvement
At first, everyone is satisfied. The work is getting done, and the results are acceptable. But acceptable results are not enough to retain clients long-term.
Your competitors understand this.
How Competitors Use Maturity Models to Win More Business
While some salespeople only check in occasionally, stronger competitors consistently show up with new ideas that improve client results.
They do more than execute. They educate.
The salesperson sits down with the client and explains where progress has stalled. They show how moving to the next level creates better outcomes. Over time, these conversations lead clients from the first level to the second, and eventually to the third and fourth levels.
This is how long-term relationships are built.
What to Sell at Each Stage of the Maturity Model
Salespeople should think intentionally about sequencing purchases.
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What does the buyer purchase first?
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What comes next to improve outcomes?
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What offering delivers even greater value for the client’s team?
Each conversation should naturally lead to the next level of value creation.
Creating a Client Roadmap
Many sales organizations use a client roadmap alongside their maturity model. A roadmap shows how a client moves from their first purchase to advanced solutions that help them reach their desired results.
This keeps the relationship focused on progress, not transactions.
Example of a Sales Maturity Model
Here is an example of how a maturity model might work:
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A client buys The Only Sales Guide You’ll Ever Need.
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Next, they subscribe to Sales Accelerator for $97 per month.
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After building trust, they purchase training for their sales team.
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Eventually, the company engages a trainer or speaker for an SKO.
Each step builds on the previous one, increasing value and deepening the relationship.
How to Build Your Own Sales Maturity Model
Sit down with a legal pad and map out your maturity model. Define:
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Each stage of value
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What the client buys at each stage
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How outcomes improve as they advance
A well-designed maturity model allows you to win, execute, retain clients, and grow revenue by helping clients achieve better results.
Do good work, and build a maturity model that works for you and your clients.
