A handshake deal is an informal agreement between two parties based on verbal commitment, trust or mutual understanding. In B2B sales, it usually means that a customer has agreed in principle, but the formal contract, purchase order or written confirmation has not yet been completed. Handshake deals can happen after a strong sales dialogue, a proposal review, a negotiation or a relationship-based conversation with a decision-maker. They often feel positive, but they still require clear follow-up, documented terms and proper internal alignment before the sales process is complete.
Handshake deal is important because informal agreement can create momentum in a sales process. It shows that the customer has reached a level of trust and commercial interest. At the same time, B2B companies need to manage the gap between verbal agreement and formal commitment. A deal may feel agreed, but timing, budget approval, legal review, procurement or internal sign-off can still affect the outcome.vFor SaaS companies, professional services firms, outsourcing companies and industrial companies, this distinction matters. A verbal yes can be encouraging, but revenue, delivery planning and forecasting should be based on documented progress. A structured approach helps the sales team protect the opportunity and move it toward a clear, confirmed next step.
A handshake deal is usually used to describe a sales situation where the customer has expressed clear intent to move forward. In practice, the salesperson should confirm the agreement in writing as soon as possible. This can be done through a meeting summary, email confirmation, updated proposal, contract draft or agreed next-step plan.
Typical follow-up after a handshake deal includes:
Handshake deals matter in B2B sales because trust often plays an important role in complex buying processes. A customer may verbally agree before the formal process is finished, especially when there is a strong relationship or a clear business need. In SaaS, a handshake deal may happen after a successful demo or proposal review, while legal, security or procurement still need to approve the contract.
Industrial companies may see handshake deals after technical discussions, supplier evaluation or project alignment, before the final purchase order is issued. Professional services and outsourcing companies may receive verbal approval after scope and delivery have been discussed, while internal budget or management sign-off remains open. When international companies enter Scandinavia, handshake deals can also reflect local trust and direct communication. Clear documentation is still important, especially when language, legal processes and internal expectations differ between markets. For companies working with Nordic Sales Force, handshake deals can be managed as part of structured sales execution, where verbal commitment is followed by clear documentation, CRM updates and disciplined next steps.
A handshake deal can affect forecasting, but it should be handled with care. Sales teams may be tempted to treat a verbal yes as a closed deal. In complex B2B sales, that can create inaccurate forecasts if the agreement still depends on procurement, legal review, budget approval or final stakeholder confirmation. A better approach is to define clear CRM criteria for when a handshake deal can move to a later pipeline stage. The sales team should know which steps remain and who owns each one. This protects both the forecast and the customer relationship. Everyone involved understands what has been agreed, what is still open and what must happen before the deal becomes closed-won.
A handshake deal can be a strong buying signal, but the practical value depends on what happens next. Structured follow-up helps turn verbal agreement into a confirmed customer relationship. The sales team should document the agreement, clarify the remaining process and maintain quality in the dialogue until the formal commitment is complete. For B2B companies with complex products, long sales cycles and high customer value, handshake deals require trust, discipline and clear sales execution.
