Ride the long sales cycle of success

For many B2B companies, the time between first contact and a signed agreement can be months and even years.

The challenge is in how to stay relevant, engaging and persuasive throughout that time without being forgotten or being seen as an annoying pest. It’s a difficult balance.

The length of your sales cycle depend on many factors including the type of product or service you offer, the profile of the buyer (public company vs. private or bureaucratic/governmental vs. independent), new customer vs. existing, and the amount of product customization.

There are several things your company can do to increase your success with long sales cycles. One is to make sure your website is optimized for search and mobile since most companies start their more complex product/service research online. See more about how I can help with that.

Another tip is to think of your company not only as a supplier of your particular product/service, but as a publisher of information and guidance. Your prospect won’t enjoy getting frequent emails asking if they have made a decision yet, but they will appreciate receiving helpful information related to the aspect of their business that your company serves. Rather than doggedly pursuing their decision, shower them with value that demonstrates that you are the right choice. 

The typical B2B sales cycle length

One of the telling determinants of sales cycle length is the comparison between new clients and existing clients. Studies show that it is between five to 25 more costly to acquire a new client than retain an existing one. Keep your current clients thrilled with you, and be smart about playing the long game acquiring new clients!

How I can help

I can help you develop a winning strategy to acquire new clients throughout a long sales cycle. I spent 25 years in an industry with a sales cycle of over 1 year, and through my career I learned how to keep me top of mind with those companies as they pondered the decision. 

Talk to me about managing a winning strategy for long sales cycles.