By Troy Harrison – Sales Navigator
Have you ever run a marathon? Yeah, me neither. But when it comes to sales, I’ve run a number of them – the long sales cycle. In our profession, we love quick win – that satisfying moment when a prospect becomes a customer in a matter of days or weeks. But what about those industries where the sales cycle stretches into months or even years? How do we keep our sales teams motivated, strategic, and successful when the finish line seems so far away?
Long sales cycles present unique challenges. They test a salesperson’s patience, strategic thinking, and ability to maintain momentum over extended periods. They can also tempt even the most disciplined sales professionals to neglect prospecting, as the gratification of a closed deal feels perpetually out of reach. But here’s the truth: mastering the long sales cycle is not just a skill – it’s an art form. And like any art, it requires dedication, practice, and a specific set of techniques. Let’s explore four key strategies that can help you and your team excel in the marathon of long-cycle sales.
1. Never Stop Prospecting
Imagine you’re a farmer (no, not the old, outdated “hunter/farmer” sales term). You know it takes months for your crops to grow, but you also know that if you don’t plant seeds regularly, you’ll eventually have nothing to harvest. The same principle applies to long-cycle sales.