Longer selling cycles have become a fact of life in many industries. One reason for this change is that more decision makers are involved in purchasing some products. A survey of 1,300 companies by sales analysis firm CSO Insights indicates that increased competition, more complex buying processes, and higher buyer workloads are also adding time to the sales cycle. The buying cycle for many products can be measured in months and some buying cycles can be measured in years.8

When you are working on a large, complex sale, you should try to achieve incremental commitment throughout the sales process. Some form of commitment should be obtained during each step in a multi-call sales presentation. At the conclusion of the first sales call, you may obtain commitment to an agenda for the second call. At the second call, you might obtain commitment for the prospect to tour your company facilities. Each commitment should move the sale forward toward a signed order.

In some cases, the best way to shorten a sales cycle is to create an entirely new way to locate and approach customers. The customer base for Telegraph Hill Robes (www.telegraphhill.com) is upscale hotels and spas. When Maria Spurlock assumed the duties of CEO, the typical sales cycle was six months to two years. Most Telegraph Hill clients were large, established hotels, and decisions regarding the purchase of robes often involved the general manager and the head of housekeeping. Spurlock decided to focus more sales efforts on hotels still under construction. The key decision maker for a hotel under construction was often just one person, the interior designer. By working with designers, she reduced the sales cycle to three months or less.9