The sales cycle is a guideline and not a linear plan

Why is the sales cycle called so? A cycle implies a circle, incredibly smooth and round. But, there’s nothing smooth or round about the sales cycle.

The movement from point A to Z and back to A is so erratic it surely cannot be cyclic. In fact, it’s only a cycle when drawn on paper.

Google will tell you that the steps along which the selling process follows are prospect, interview, demonstrate, validate, negotiate, close, referral and back again to prospect.

When the cycle is demonstrated in class, the novice salesperson feels his twin cab turbo engines gunning at the chance to execute it and wonders why there is so much hullabaloo about selling. Then he is released into the field and the drama begins.

No one told him the sun was this hot; no one mentioned the gate keepers would be so unhelpful; and why didn’t the tutor mention that confirmed meetings would abort, promises would be broken and rejection would permeate the air? The unblemished sight he had of the perfectly smooth circle quickly fades away.

Sometimes, rarely though, the movement is linear. The salesperson prospects, presents and closes promptly. But not only are such moments rare, they also defeat human logic. Which is why only the greenhorn salesperson will be excited he/she closed at the blink of an eye.

The more progressive salespeople will tell you that they will raise an eyebrow at such a flawless transaction. If the prospect has signed the dotted line, they doubt whether the cheque will come through; and if they have the cheque in hand they wonder whether it will go through.

But seldom as it may be, a sale can follow the cycle smoothly and still be genuine. It can even skip some steps.

A client can call up the real estate agent and say, “I was referred to you by your client Juma. I want to buy the flat on Ngong Road next to his. I have downloaded the forms from your website, completed them and transferred 50 per cent deposit into your account. I will transfer the balance within 21 days. Is it okay if I came by your office and drop the forms, banker’s cheque for stamp duty and bank confirmation of transfer?”

In theory, there was no prospecting, interview, demonstration, validation nor negotiation here. Just the beginning of a close. In practice though, it is the continued investment of the realtor in the sales cycle that has now given him returns. That investment is never-ending, which is a large part why it’s called a sales cycle.

The sales cycle is meant to be a guideline, not a deadline. As such the progressive salesperson does not look at the steps as silos; he/she knows they are fluid and it is possible to backtrack for clarity’s sake, but to always ensure forward movement.

For instance, when when validating (handling objections), he/she may realise that at the demonstration (presentation) stage he/she missed something, and so go back to clarify it and then come back to continue with the validation while moving towards a close. The sales cycle more often than not takes a zig zag movement.

Mr Kageche is lead facilitator Lend Me Your Ears; a speech writing and sales coaching firm. Email: [email protected]