Our founder, Steve Marx, used to say that things should be no longer than they need to be, but also no shorter. Applying that to the sales process, it should take no longer than it needs to be effective, but also no shorter.
In the sales process, some prospects are traveling toward you; others are traveling away. It would seem that we should just pitch and close the ones that are traveling quickly toward us, right?
Steve’s advice would be that it should take no longer and no shorter than we need to accomplish our objective. In sales, that’s achieving their business objectives.