At the heart of a solid sales framework is a sales process that everyone can get behind. The Three Loop System guides the different stakeholders in the customer journey to speak a common language, ensure smooth handovers, and visualize the success metrics.

The system looks at the sales process from the point of view of customer's journey, and what they expect in each stage of the relationship. The system looks at the Prospect, Sell, and Nurture Loops as opportunities to enrich how customers use a company's solution.

The system loops in each step because sales is not a one-and-done activity, but an iterative process that refines a company's relationship with its customers until they're ready to move to the next step. Emphasis is placed on the Qualify and Close gates because those are points where a company can know that its work is paying off.