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I was trading emails with my good friend Tom yesterday and we talked about sales calls. In particular, how they impact the length and efficiency of your sales cycle.
Here’s the main thing you need to know: the more calls you have, the longer your sales cycle. And more calls will rapidly increase the length of your sales cycle.
Correlated to the number of calls you have is the price, complexity, and positioning strength of your service.
So there’s an obvious way to reduce the length of your sales cycle without reducing your price: make it easier for people to buy, and improve the strength of your positioning. Of course, you say. Yes, of course.
You can also reduce your sales cycle by reducing the number of calls you have. Typically less calls means less time invested, and less people involved in the sale. Again, head-slappingly obvious.
But I don’t hear a lot of people talking about reducing the amount of time between your calls. Holding everything else constant, that alone would reduce the length of your sales cycle. The benefits of a faster sales cycle can’t be overstated – I’ll have to write about it some other time.
For now, all you need to know is that this small, simple tweak will make a massive difference in:
- Your client’s understanding of how to buy from you
- Your ability to project your sales timeline
- The momentum you build and maintain during the sale
- The velocity of your sale and cashflow
- Freeing up time you would’ve spent on chasing prospects
There’s no magic fix here, but generally the answer is to set another meeting at the end of every meeting. That’s it.
Try it, and let me know how it goes.
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