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The phrase can be broken down into 3 parts:
(i) long/short - difines the length of time
(ii) sales - this is the activity
(iii) cycle - this is the end to end process
A Sales cycle start from the point of first contact from a potential supplier and ends when the purchase decision is made/finalised.
There are no distinctive advantagous or disadvantagous between a short and a long sales cycle. Different industries have different sales cylces. In retail, there is predominantly short sales cylces where as in Commercial property the sales cylce is long, funning opver weeks, months and sometimes into years
Long sales cycle gives you the time to et to know customer & you can build a rapport and establish trust
on the other hand in short sales cycle you have no time to obtain knowledge about customer and you cannot offer lengthly explanations to them.
In both you should build rapport with the clients in different ways for example I’ll compare between FMCG and Machinery sector in FMCG you can do it through some marketing campaign in Mach. should be personally. In FMCG sales cycle is short but in Mach. is long that affected by decision period. But in both you must improve your team’s efficiency, total number of sales, and client satisfaction, you can’t do that without an effective method for tracking your sales information. The more you do to monitor and improve your sales cycle, the more profitable you will become.
I always say that sales are sales, long or short but long sales cycle is like selling an expensive house to a client it will take you weeks probably a month to close the deal.
Short sales cycle, is more like selling a car that doesn't need explaining much.
regards,