Driving the Race Track of the Long Sell Cycle

As the economy continues to slow, sell cycles become longer and longer. Long sell cycles are generally associated with selling bigger companies. In this economy, if you sell to big companies the situation is technically know as a "double whammy". Yet, during a recession, people still sell to people, not companies. Especially now, many sales people are frustrated with the stalls, put-offs, supposed lack of budget and the more often than before, broken promises of their prospects. So, the question is, how do you speed up sell cycles, during this double whammy?

Well, speaking of speed, I race in a NASCAR division called Prostock - please don't be impressed. I don't make any money at it and spend much of my time repairing the car with my Crew. Yet we raise money through it to help orphans - and I do enjoy all aspects of racing. If Jay Leno can work on cars, I can get my hands greasy too! Anyway, one thing I've learned is "slow is fast". For example, on a race track if you drive into a corner too fast, the car won't "settle" which slows down your corner exit speed. When that happens you have slower laps times. On the other hand, as you enter the turn, if you let off the accelerator and "roll" into the brakes earlier, you can floor the accelerator earlier on your way out of the turn. Your straight away speed will improve and your lap speed will be faster. You can win with this strategy. So, "slow is fast" in racing. So, let's look at the "slow is fast" strategy in selling.

Most sales people are fast buyers. When you go into a store, or shop for a car, how long does it take you? My experience is that sales people know very quickly, compared to the average person, whether or not they're going to buy "it". Now, let's see how this "lines up" with the typical buyer at Awfully Big Corporation (ABC).

ABC is filled with people whose main goal is to keep their job. They are very careful about making decisions. So, their natural process is to slow down and be careful.

Now, what are they looking for in order to make the right buying decision? Well, they're not looking for a Win/Lose and they're not looking for a ticket and a good time with you at the Red Sox Game necessarily. They want to know that they can trust you!

Yes, they want to know that you'll stand behind your product or service and what you say is the truth. The best way to gain that trust is to allow them time to get to know you and show a sincere interest in them and their goals and challenges.

For example, I was introduced by a client of mine, Ron, to a friend of his, Pete. Pete was the President of a very successful, large, manufacturers' representative organization. Pete's company represented products manufactured by Emerson Electric. I could tell by Pete's behavioral style that he wanted to get to know if I was trustworthy? He wasn't easy to read because he didn't show emotion; he held his cards close to his chest. Yet, I know the behavioral style of not showing emotion means one thing for sure, the prospect needs to feel like he can trust you or he won't do business.

So, I let Pete get to know me and didn't push my service. I probed and asked questions about his goals and challenges. I gave him time to process while we talked.

Over a period of a few weeks, and several conversations later, he finally asked me what I'd recommend. I suggested, "We start off with three months of sales training and coaching. Then we can see how things are going, what's needed and possibly contract for a year". He said, "I'm ready to contract with you for a year's worth of training right now". We drafted an agreement and started within a month of our initial meeting.

The point is this, slow down to speed up. Let the corporate prospect get to know you so that they can trust you. Relax about how great of a product you offer, even though that's a factor, it's not the most important factor with them.

So, the next time you strap on that seat belt and shoulder strap, remember you are the driver of your own destiny! Not the economy, not your product, not the awfully big corporation or your sales manager or your boss. Accept the responsibility for what's not working, slow down to speed up and reward yourself when you are successful!

Thanks for being part of the noblest profession in the world - sales!

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