Tackling Constructions Long Sales Cycles

This short article draws inspiration from insightful discussions on the ConTech Onsite podcast, where Benjamin Dennehy shared his unique approach to tackling common sales challenges in the construction industry.

The construction industry is notorious for its long sales cycles, often leaving sales teams feeling stuck in endless rounds of negotiations, approvals, and delays. The issue, however, doesn’t always lie with the industry's inherent complexity. Instead, the real culprit often stems from how salespeople approach the process. By shifting their mindset and strategies, they can dramatically reduce these extended cycles.

Why Sales Cycles in Construction Are Long

At the heart of the construction sector, we see intricate decision-making processes that involve multiple stakeholders—architects, project managers, procurement teams, and executives. Every deal feels like a marathon. The problem is not just the bureaucracy or traditional mindsets, though they play a role. The reality is that many salespeople in this industry let the process control them, rather than the other way around.

A key issue is that sales teams are too focused on pleasing prospects. This approach leads to drawn-out cycles, often because they are reacting to every request rather than proactively managing the process. There’s also a tendency to cater to prospects’ demands for endless consultations, advice, and free information. This turns sales teams into unpaid consultants. The challenge is to take control of the process without fear of losing the deal.

Taking Control of the Sales Process

One of the first steps to shortening the sales cycle is to take control. Sales teams must stop letting the prospect dictate the pace and terms. This begins with setting clear expectations upfront. For example, if a potential customer calls to request a quick quote, it’s tempting to comply immediately, but that’s where things start to unravel. Instead, the salesperson should use this opportunity to probe deeper: Why us? What other quotes are you gathering? Is this purely based on price? By controlling the conversation early, you set the tone that your time and expertise have value.

Another way to take control is by confidently setting boundaries. If a client starts asking for numerous extras or endless revisions, the salesperson should push back respectfully. It’s about framing the relationship on equal footing rather than being at the mercy of the client. This isn’t easy, especially when the fear of losing the deal is ever-present, but it pays off in the long run.

Qualifying Leads to Avoid Time Waste

Many salespeople in the construction industry waste precious time chasing leads that were never going to convert. This is especially true when salespeople spend too much time dealing with lower-level contacts who don’t have the authority to make purchasing decisions.

A common mistake is being satisfied with talking to someone – anyone – rather than ensuring they’re engaging with decision-makers from the start. Qualifying a lead doesn’t mean just taking them at their word when they express interest. It means digging into who is involved in the decision-making process, how soon they need the solution, and whether there’s budget allocated. For instance, if a client mentions they’ll "have to get approval from higher-ups" or that it’s just "early-stage gathering information," it’s time to pump the brakes. The conversation needs to shift toward getting key players into the discussion sooner rather than later.

Overcoming the Desire to Please

In many industries, but particularly in construction, salespeople fall into the trap of seeking approval. They worry that being too firm or challenging their prospects will push them away. The truth is, trying too hard to please prospects makes you easy to manipulate, prolonging the sales cycle.

A shift in mindset is required: rather than trying to sell to anyone who shows interest, salespeople should evaluate whether this prospect is worth selling to. Not every lead is a good fit. Some clients will never be satisfied, and bending over backward to meet their demands often ends up extending the cycle indefinitely. Being willing to walk away from a deal if it’s not progressing as it should can save time and resources, freeing you to focus on clients who are more serious and aligned with your offer.

Price Isn't the Real Obstacle

Salespeople often hear the objection, “It’s just too expensive,” and immediately go into negotiation mode. But here’s a critical insight: price is rarely the true reason a deal stalls. It’s often an easy excuse that prospects use to cover up indecision or to test how low they can get you to go.

Instead of lowering prices to close a deal, salespeople should focus on demonstrating the value they bring. Construction projects are substantial investments, and the prospect's real concern is likely quality, reliability, or timely delivery—not just cost. If they’re genuinely focused only on price, that’s a red flag. Price-driven clients can become problematic in the long term, demanding more concessions and dragging out future negotiations. In these situations, salespeople must be prepared to stand firm and justify their pricing by showing the added value their service or product provides.

One strategy is to flip the narrative. If a client pushes for a lower price, ask, “What will you give up for that discount? Less quality? Slower delivery?” This approach reframes the discussion from being about price to being about what truly matters to the client—quality, speed, or service.

Be Proactive, Not Reactive

Sales cycles in the construction industry don’t have to be a never-ending loop of approvals and delays. By taking proactive control, qualifying leads effectively, shifting the mindset from pleasing to partnering, and focusing on value over price, sales teams can dramatically shorten the sales cycle.

Ultimately, it’s about shifting from being reactive to becoming more strategic in how you manage prospects. This might require a more assertive approach than what salespeople are used to, but it’s this very mindset shift that will set them apart in an industry often bogged down by inertia and complexity.