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5 tips to effectively shorten your B2B sales cycle

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One of the most important aspects that front-line executives look for in a sales meeting is a shortened sales process. Essentially, the decision-making responsibility of the sales process falls on senior management. They look for cues that help them close the deal faster. Barring referrals, leads often have a list of reasons not to buy the product. Optimizing the sales cycle can be invaluable to creating a smooth customer experience.

From a marketing standpoint, a shortened B2B sales cycle means closing deals faster and maximizing profits. Therefore, shortening the sales cycle can be enormously beneficial to sales reps in addition to being helpful to customers. In this blog, we look at 5 ways you can save customers time by shortening a lengthy sales cycle.

Understanding customer needs:

Knowing what customers expect is half the battle. Understanding the customer’s needs is one of the most fundamental aspects of sales. Sales reps need to directly relate to the buyer’s needs to effectively close the deal. By evaluating customer needs, sales reps can gauge if the product will ultimately benefit the customer or not. Subsequently, focusing on this aspect can also throw light on how they go about the buying decision and how to go about any obstructions that hinder the buying process. This can in turn help determine how to go about catering to these needs and closing the deal.

Sketch out the ideal buyer persona:

Profiling customers can be a strenuous task. There are too many customer profiles in the market and inconsistent targeting can be perilous to influencing them. To address this problem, it is important that marketers create an ideal buyer description that they can use to target a specific set of leads. An accurate buyer persona lets the sales guy position the product accurately, addressing specific pain points and closing the deal better.

Qualify or disqualify:

Qualifying a lead early lets you streamline your sales force to concentrate on deals that are most likely to succeed. Pursuing a deal that is not likely to yield results can be a futile effort. Bringing in a number is not as important as building advocacy. For this reason, when sales reps qualify leads, they need to evaluate if the deal is a viable sales opportunity and if the customers will match the solution offered.

Reassure leads:

Buying comes with a perceived risk. Leads often come close to sealing the deal and back out at the very end of the sales cycle. More often than not, this could be due to the sudden drop in confidence that the product addresses their need or inadequate follow-up. Providing customers case studies, and demonstrated examples of how the product is a perfect fit is one way of going about it. Schedule free product demos to help them get a feel of what they are buying into. Demonstrations go a long way in luring them into the buyer’s journey. Lowering the trust barrier can help leads along the conversion process.

Follow-up promptly:

Often, it has been seen that prospects are lost due to sales reps not effectively following up. Keeping a track of all the meetings that took place at an event can be a difficult task. The follow-up process can be the difference between customers choosing your business and walking away. Integrating your event with a B2B sales advancement platform or a CRM tool can go a long way in improving the event experience. Create an effective post-event follow-up process that is triggered within a week of the meeting. This way, customers remember the brand even after the event concludes.


Sales cycles can vary in duration depending on many case-specific factors. For some, it can take days or weeks and for others, can even take years. It is fundamental to understanding marketing methodologies that resonate with the customers. A lengthy sales cycle can be a tiresome affair for marketers and customers alike. Shortening it can accelerate the sales process and help close deals more effectively.

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