How to Shorten the Sales Cycle

In Sales, especially the sale of professional services, we always hear that it takes years of building a relationship before you can sell something to someone. But that isn’t always the case. In truth, if a prospect is in your client profile, it doesn’t take very long to make a sale.

If you come across someone who is a user or consumer of the type of services you sell, there’s no reason to wait for the right moment to begin a sales pursuit. The prospect’s demand is immediate. So, it makes sense to immediately do what’s necessary to gain credibility and pursue a sale during the prospect’s current purchasing cycle.

In addition, there are other prospects whom you’ve yet to meet but who have immediate demand for the type of service at which you excel. You should also seek them out, build credibility with them, and sell to them ASAP.

The easiest way to gain credibility is to get your prospects to see you in action. You want to connect with people (preferably in the same room or) at a minimum synchronously, feel each other’s energy, and have a genuine and private interaction that establishes rapport.

Synchronous engagement creates a “selling opportunity” (as opposed to a marketing opportunity). A selling opportunity is a chance to engage directly with a prospect to exchange information about your offering and the prospect’s needs or pain points. Pair a synchronous experience with a seamless follow and you’re likely to make a fast sale.

Trade shows, live demos, and other events are great opportunities for your prospect to see you in action. Invite your prospects to one. That’s how you can shorten the sales cycle and sell fast.