B2B sales can sometimes feel like a never-ending marathon, especially when those sales cycles stretch on and on.
As a CRO or sales manager, your job isn't just about closing deals—it's about keeping your team's spirits high through the inevitable ups and downs and understanding what is closed lost and simply something that is taking time to move through the prospect's processes.
The first step is to ask questions early and often in the sales process; here are some great ones.
Questions to Ask Early in the Sales Process
- Has a budget been allocated for this effort?
- If not, How long does it take to make a buying decision?
- How long does it take to get through legal?
- Should we meet all your needs, when would you want to start this engagement?
- Who else should be part of the discussions?
- Can you give me any insight into your decision-making process?
The key to dealing with long sales cycles is to understand whether they are actually long or if they are an improper sales process.
Assuming it is a long sales cycle, here are some things you, as a leader, can do to keep the team motivated and moving.
Embrace the Rollercoaster (and Celebrate the Small Wins!)
Sales is a rollercoaster. Period. There will be exhilarating highs and frustrating lows. It's essential to accept this as part of the journey. The Harvard Business Review says, "Resilience is key in sales."
Don’t forget to celebrate. A positive client meeting, a well-crafted proposal, and even overcoming a tough objection(s) are all signs of progress. Acknowledging these milestones keeps your team motivated and engaged.
Keep Learning, Keep Growing, Keep Connecting
The sales landscape is constantly shifting. New technologies, changing customer needs, and fierce competition demand that you stay sharp.
Make continuous learning a priority. Attend conferences, read books, listen to podcasts—invest in yourself and your team. When a sales cycle drags on, focus on strengthening those connections. Offer valuable insights, provide exceptional service, and become a trusted advisor.
Set Realistic Expectations (and Use Data to Your Advantage)
Unrealistic expectations lead to burnout. Make sure your team has clear, attainable goals. Regularly review progress and adjust expectations as needed. It's about consistent progress, not hitting a home run every time.
Also, use data to your advantage. Track your sales cycle lengths, identify bottlenecks, and find areas for improvement. Data-driven insights can help you refine your sales process and shorten those long cycles.
Embrace Technology (and Don't Be Afraid to Walk Away)
Sales technology can be a game-changer. From CRM systems to automation tools, use technology to streamline your sales process, improve efficiency, and save time for more meaningful interactions with prospects. Use your CRM to inform you.
Sometimes, a deal isn't meant to be despite your best efforts. Recognize when to walk away and focus your energy on more promising opportunities. It's a tough call, but it's crucial for maintaining your team's morale and productivity.
Take Care of Yourself (and Your Team)
Your physical and mental well-being are paramount. Make time for exercise, healthy eating, and stress-reducing activities. A healthy mind and body are essential for peak performance in sales.
And remember, sales can be a lonely endeavor. Create a supportive culture where team members feel comfortable sharing challenges and celebrating successes. Encourage collaboration, mentorship, and open communication.
*Editor's Note: This blog has been updated since its original post date.
