How can you adjust your sales coaching for a longer sales cycle?

The key milestones should be in alignment with the buying process of the organization. Once a potential fit has been agreed on, the seller should be getting the milestones of the buyer's decision making process. That means understanding each stage, the people and criteria involved so that the seller can be told a roadmap. Then the coach and coachee can align their sales process milestones to that.

Adding the "gates" that a client must pass through in a sale is critical. Each contact should have a very specific goal. What is it you want to accomplish at the end of this meeting? What gate needs to be passed through? Calendar a next meeting? Get some paperwork in order and sent? Gather additional stakeholders and decision makers? Write a check? What is the point of this meeting or connection and have clear next steps. And ALWAYS BAMFAM. (Book a meeting from a meeting)

The coaching should be designed for longer sales cycles if that is the relevant time for a particular product/service. Long sales cycle is also not dependent on whether you're working SMB, mid-tier, or Enterprise. Coaching should be built around the buyer's journey, and attention must be paid to uncovering that during initial discovery calls. Being ready with periodic sales materials to keep your brand relevant, and keeping the pain and need for a positive go-forward decision is mandatory. It becomes a sales/marketing team effort with long cycles.

The objective for longer sales cycles is to keep track of the conversations of stake holders and keeping the sponsor updated as to the progress. Longer sales cycles are part of a strategic sale. The work is to maintain the momentum yes votes on the way to consensus. There will be objections to overcome and the work is to keep everyone informed as to the objection and how they were overcome. The issue that slow down progress of a consensus strategic sale is backtracking over objections previously resolved.

Although it’s important to set and measure milestones, remember it’s a sales ‘ thing’ . Not a buyers thing. Start with the end in mind and work your way back to set the milestones. Which steps could be/ should have been set in what time. Make sure to acknowledge these steps to the sales rep.

From my experience it’s always good to articulate about the unique value proposition. On the other hand; i think it’s a better idea to focus on the prospect. Which challenges do they face, which opportunites do they have. What woud it mean to them when they solve these. How would the solution look like. Tailor your proposition and solution to their answer. Check in regularly with the prospect. Did anything change since the last time you have had contact.

Work together with the marketing department. Buidl a strong relationship. Provide them with insights. Keep the conversation going and listen to the prospect. They determine the tempo, not us as sellers. Stop selling, start helping.

One thing i learned, is that the prospect can shift back to another stage. Make sure to realise that. It’s a natural thing. Follow your prospect, guide them and help them. Ask the right questions and determine the next steps together.