Focus on Buying Cycle to Shorten Sales Cycle

The Pipeline

In Good times and bad, the one thing most sales professionals try to do is shorten the length of their sales cycle. They believe that shorter sales cycles bring several benefits, some indeed materialize, most do not. The complete opposite of what it should be, we need to focus on buying cycles to shorten sales cycles. It seems everyone has ideas on how to shorten sales cycles, wanting to go beyond the limits my experience only, I took the question out to others.

The “Squishy” Buying Cycle

Partners in Excellence

Too often, we think of the customer’s buying process as something that, once we understand it, is fairly structured and defined. Our job as sales professionals becomes aligning our selling process with the customer’s buying process, moving through the process in a disciplined manner. I think there is a different view of the buying cycle, one that is more “squishy.” I think this picture represents a lot of what I see in B2B buying cycles.


Sign Up for our Newsletter

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

Sales Tips: Accelerating Sales and Buying Cycles

Customer Centric Selling

Sales Tips: How to Accelerate Sales and Buying Cycles. Sellers push so hard buyers decide not to buy. sales tips selling tips sales technique sales tip selling technique sales cycles buying cycles By John Holland, Chief Content Officer, CustomerCentric Selling® - The Sales Training Company. Image courtesy of ddpavumba at As a general rule, sellers push to get orders earlier than buyers are ready to make decisions.

Why You Need Full-Circle Sales at Every Stage in the Buy Cycle

The Pipeline

You can, by using every stage in the buy cycle to your advantage. What is the Buy Cycle? Here’s how you can incorporate full-circle sales at each stage in the buy cycle. Before a customer buys from you, she has to know you exist. By not offering more during this stage in the buy cycle, you lose a tremendous opportunity. Sooner or later, your customer will want to buy more. The Pipeline Guest Post - Megan Totka.

Prove ROI and Make the Business Case for Industrial Content Marketing

Speaker: Achinta Mitra, Founder and President, Tiecas Inc.

It's the plight of an industrial marketer: over the course of a 12-18 month long buying cycle, you make contact with a whole host of influencers who read your content, who may or may not actually work in purchasing. By the time the RFQ comes in, the original project might be completely different. and your initial point of contact may be long gone! Meanwhile, the purchase somehow takes place, and Sales claims all the glory. How is a marketer supposed to make the business case for better content marketing? Join Achinta Mitra, Founder and President of Tiecas, Inc, as he explains how, despite the long, grueling buying cycle, you can prove the ROI of your content marketing. and win (or keep!) buy-in from your higher-ups.

Buyers Get Smarter Through The Buying Cycle

Partners in Excellence

Buyers Get Smarter Through The Buying Cycle. But the buying process is very dynamic. The gap continues to widen as we focus on where they were in their buying process, not where they are and where they are going. If we’re really good, creating the value we should and facilitating their buying process, we are right beside them as they make their buying journey. Buyers get smarter through their buying cycle.

Sales Tips: How to Begin Buying Cycles with Pain vs. Goal

Customer Centric Selling

Sales Tips: How to Begin Buying Cycles with Pain vs. Goals. One of the fundamental concepts of CustomerCentric Selling® is that buying cycles begin when Key Players share goals or admit problems they’re willing to spend money to achieve or address. Once a goal has been shared (or a problem admitted) a buying cycle has begun. By John Holland, Chief Content Officer, CustomerCentric Selling® - The Sales Training Company.

How Millennials Impact the Buying Cycle: What You Need to Know and How to Adapt


The buying environment is becoming increasingly complex. But have you considered how a generational shift in your prospects’ demographics might impact the buying environment as well? Today’s B2B buying committees are growing more diverse as Millennials take their seats alongside Generation X and Baby Boomers. Read on to learn what they uncovered and the implications a generational shift has on the B2B buying process.

5 New Rules for Selling to Prospects Late in the Buying Cycle

Smart Selling Tools

It is not uncommon today for decision makers to avoid talking with a salesperson early in the sales cycle thinking, somewhat erroneously, that they are able to diagnose their own needs and to then seek and find the best solutions through their own investigation. And that, all too often, is at the end of the buying cycle. You can win even when prospects engage with you late in the buying process if you play by these rules.

Sales Training Article about the Foundation of Buying Cycles

Customer Centric Selling

Sales Training Article: The Foundation of Buying Cycles. As a practical matter it means buying cycles do not begin until a buyer has shared a goal (or a problem) they are willing to spend money to achieve (or address). Does this mean a buying cycle has begun? At this point or somewhat later, quantification of the magnitude of the revenue loss can be done, but until the seller got the issue clarified, a buying cycle had not begun.

Sales Training Look into the Electronic Starts to Buying Cycles

Customer Centric Selling

Sales Training Article: Electronic Starts to Buying Cycles By John Holland, Chief Content Officer, CustomerCentric Selling® - The Sales Training Company This article is a continuation from last week's article , as part of the IIWII ("It Is What It Is") series. A recent study by Marketing Leadership Research concluded that buyers on average are 57% of the way through buying cycles before contacting vendors.

Sales Training Insight into Agreed Upon Buying Cycles

Customer Centric Selling

Sales Training Article: Agreed Upon Buying Cycles By John Holland, Chief Content Officer, CustomerCentric Selling® - The Sales Training Company As mentioned in my last blog article , “no decision” is a common outcome of buying cycles that sellers participate in. A major issue for both seller and buyer, however, is figuring out where they are in the buying process. Agreeing to the plan is a commitment by the buying committee.

Our Customers Can’t Afford For Us To Wait Until They Are 70% Through Their Buying Cycle!

Partners in Excellence

It’s that time of year again, there are lots of posts around the popular research that indicates, “Customers aren’t engaging sales until they are, 57, 70, 90 (depending on the research you read) through their buying cycle.” Or perhaps they want to, perhaps it’s easier just to become RFP fodder, churning out responses to customers who have figured out what they need through the 57, 70, 90% of the buying process.

The Most Important Phase of the Entire Sales/Buying Cycle?

Jonathan Farrington

It is essential that all frontline sales professionals fully understand both the value and importance of rigorous objective qualification, not just at the front end but right the way through the sales cycle. At the very highest selling levels i.e. strategic “big-ticket” selling and marketing, clearly the sales cycle is much more protracted, complex, and typically moves through four stages i.e. Rigorous opportunity assessment.

When is the Right Time to Deploy CSMs?

Sales Benchmark Index

Article Corporate Strategy Marketing Strategy Sales Strategy csm customer buying cycle customer success customer success - timing of a CSM customer success leader customer success manager Customer Success Professionals customer value early engagement introduction introduction to csm Professional Services sales campaign sales process timingIn our customer success engagements, the timing of when to introduce the Customer Success Manager (CSM) is one of the most common questions.

Creating Unforgettable Moments in Key Phases of Your Customer Journey

Sales Benchmark Index

Market-leading companies develop and execute on strategies that are aligned to their customers expressed and unexpressed needs. This is often captured in a Customer Journey Map. While this tool is frequently used to prioritize operational improvement efforts, to deliver on.

Q4: A CMO’s Best Friend

Sales Benchmark Index

Article Marketing Strategy account management analyze bottom of funnel business development buy buyer data buyer's journey buyers buying buying cycle Chief Marketing Officer CMO CMOs collect creative ideas cycle insights kpi leader leverage Marketing MCL MQL opportunity Q4 Randall LaVeau report right data sale sales sales leader tactic tactics team top of funnel touchpoints

Funnel 172

It’s Too Late – You’re Done!

The Pipeline

Most sellers have no clue how long their sales cycle is. As I have shared before when you ask sellers how long their cycle is, most respond “depends.” And sadly they are encouraged to continue to travel blind by many of the idiot pundits who tell things like sales cycles and numbers don’t matter. And while different team members will have different length of the cycle, I can now take steps to change it to improve outcomes and working smarter.

Smart Selling Visions: Up-Close with Top Revenue Leader CEO Duncan Lennox of @Qstream

Smart Selling Tools

Duncan: The buying process has changed dramatically in the last decade and today as much as 70% of the buying cycle happens before a prospect ever reaches out to a vendor. Executive Interviews Buying Cycle Duncan Lennox Qstream Reinforcing Sales Knowledge sales behaviors selling skills Welcome to our biweekly blog feature. Every two weeks, I interview an executive from a top sales and marketing solutions company.

They Are Still Marching – But Not to Your Drum!

Jonathan Farrington

How often have you read that prospects and customers are coming into the traditional buying cycle, as much as 70% up the curve? More tomorrow … General Buying Cycles Sales Cycles Transactional Selling Yes, it is true, customers and prospects are still marching, but they are no longer marching to our drum – by “our” I mean us sellers. They have wrestled the drum away from us and they are now organizing their own marches.

Three Moments of Truth In Every Sales Cycle

Sales and Marketing Management

Teaser: There are three value conversation “moments of truth” in every buying cycle that you must excel at. But they are also integrated in a way that a salesperson must master in order to move seamlessly between them as the customer buying cycle dictates. There are three value conversation “moments of truth” in every buying cycle that you must excel at. Issue Date: 2015-12-11.

CMO: Can You Rely on Sales for the New Product Release?

Sales Benchmark Index

Sales enablement alignment to the customers buying cycle is required. Misalignment can result in missing the buying cycle completely. Timing and preparation for new product releases is everything. Your 2014 number requires net new revenue from new product launches. A poor launch will waste R & D dollars. Lack of sales enablement will cause you to miss the number. CMO Resources CMO New Product Sales Enablement Sales Readiness

Today’s Challenging State of Selling


Today’s modern buyer is drastically different than buyers of the past, and the buying cycle has also changed significantly. Turning potential prospects into customers is no longer easy for salespeople. The modern buyer is being transformed. What can salespeople do to adapt to these changing times? Social Selling modern buyer

In Sales, What Is Insight and Why Do It?

Sales and Marketing Management

Teaser: By the time a customer engages a salesperson, they’re 60 percent of the way through their buying cycle and have done most of their research online. By the time a customer engages a salesperson, they’re 60 percent of the way through their buying cycle and have done most of their research online. Issue Date: 2013-11-23. Author: Michael Harris.

How B2B Content Wins in 2019

Accent Technologies

We all know that content plays an important part in the B2B buying cycle, but how do you know what content is moving things along and what’s falling flat? The answer is you need a scalable and methodical approach to measuring content performance. more…

What’s In Your Playbook?

Sales and Marketing Management

Teaser: If you believe the hype around studies that say customers feel they are through 60 percent (or more) of the buying cycle before engaging a salesperson, you could be giving your salespeople the wrong content for the wrong conversation. A recent survey of more than 700 B2B marketers and salespeople revealed a clear disconnect between where salespeople feel the most pressure in the sales cycle, and how well their companies prepare them to face these tough messaging moments.

3 Tips to Find Sales Talent That Can Engage with the Modern Buyer


The modern buyer is drastically different and the buying cycle has changed significantly as well. Who is the “right” sales talent in today’s business environment? As buyer expectations and demands shift, sales professionals must master new sales methodologies such as social selling and digital selling in order to keep up. Sales Management

All Business is Good Business – Oh No it Isn’t!

Jonathan Farrington

It would be very easy to be seduced into believing that in today’s selling environment the need to rigorously qualify every opportunity at the front end of the sales/buying cycle […]. General Sales Qualification

Selling to the c-suite … timing is everything – A sales tip

Sales Training Connection

Senior executives are not equally engaged throughout the buying cycle. In general, they are involved early and late and delegate most decisions in middle part of the buying cycle to others. The early part of the buying cycle warrants senior executive attention because the overall priority and strategy for the project is defined. Selling to the C-Suite. Selling to the c-level ?

Don’t Sell Yourself Short

The Pipeline

Buying cycles have expanded more than measurably. Other sources confirm this trend in lengthening buy cycles. So, when buyers tell you that they have earmark four months for a decision based on the last time they made the purchase, say four or five years ago; current buying team members may not have even gone through a buying cycle before, and behave differently than their predecessors. By Tibor Shanto.

How to Recognize and Respond to Buying Signals (and Close More Deals!)


You’re armed with your prospect’s buying signals, right? What are customer buying signals? By definition, buying signals are the actions potential customers take that indicate they’re close to making a purchase. How to spot buying signals.

Handling the Gatekeeper and Engaging Executives

Sales and Marketing Management

If your offerings are $50K or higher, be prepared when following up to talk with people that: Don’t have the authority to buy. Long sales cycles. There are several advantages of making proactive attempts to start buying cycles: You can start at levels that have the authority to create budget. If there’s little chance of a buying decision, buyers won’t waste their (or your) time. This approach aligns with the way senior executives want to buy.

Reaping the Value of Long-term Leads


Often hot leads are really buying companies that have already been sold by another vendor. They’ve indicated they have a short buying cycle and they’re eager to talk, but what these buyers may be doing is validating a decision already made. A longer-term lead may lack urgency, but it makes up for it by giving your team a very real chance to form relationships with decision makers, and in fact define and manage the buying process (including designing the RFP).

Leads 109

Long-Term Leads Demand Attention Now


They’ve indicated they have a short buying cycle and they’re eager to talk, but what these buyers may be doing is validating a decision already made. A longer-term lead may lack urgency, but it makes up for it by giving your team a very real chance to form relationships with decision makers, and in fact define and manage the buying process (including designing the RFP). Leads at every stage of the buying cycle are essential for a healthy pipeline.

Leads 138

How to shorten the sales cycle (and close deals faster)

Enterprises typically have very long buying cycles. Understand the buying cycle of the enterprise you're selling into. Have a clear vision of their buying journey. You ask the prospect: "What is it going to take for you guys to buy? The prospect will then answer something along these lines: "Well, we'll have to get approval from this department, and that, and get buy-in from this stakeholder.".

Audio Tip: How to Make Your Presentation “Sticky” – So Buyers Can’t Forget You!

Performance Sales and Training

Long buying cycles and increasingly complex sales mean most of today’s presentation or demonstration ends don’t end in a signed contract. [link]. But they do ensure the sales process moves forward – IF – the buyer can remember them! In this audio you’ll learn how to make sure that your message is remembered after you walk out the door – and not confused with that of your competition? You need to make your presentation sticky.

How AI Can Accelerate Sales and Bridge the Marketing Gap

Sales and Marketing Management

Companies like Amazon and Netflix have become experts at using data on the sales side to make inferences about what products or movies a customer might buy or watch, and then using those same analytics on the marketing side to push the right offer or recommendation to the customer at the right time. Predicting consumer trends for goods with short buying cycles.

How to Use Email Automation to Nurture Prospects


Shorter sales cycles – Sales cycles are already long for B2B organizations, and automated emails serve as a virtual sales rep to nurture them. Automated emails encourage leads to move from the product research phase into the buying cycle.

Own Your Time

The Pipeline

This provides a couple of specific ways sellers can use the time to improve buying and selling. How much time is this buy going to suck out of my life and days over the next three months?” Studies show that buyers are finding that the buying cycle is taking twice as long as they anticipated. Which means they will have allocated a certain amount of time to buying. You can add value and deliver insights based on your experience in similar cycles.

Why A Rising Win Rate Can Be a Bad Sign

Sales Benchmark Index

Instead, their buyer was engaging with sales later in their buying cycle. The frontline of the buying cycle is research and information gathering. In 2011, the Sales Executive Council reported the average B2B buyer engaged with a vendor 57% of the way through their buying cycle. Companies that live in the second half of the sales cycle will increasingly find themselves in a competitive battleground.