Focus on Buying Cycle to Shorten Sales Cycle

By Tibor Shanto
In Good times and bad, the one thing most sales professionals try to do is shorten the length of their sales cycle.  They believe that shorter sales cycles bring several benefits, some indeed materialize, most do not.  When they fail, it is usually due to the wrong impetuous behind the effort.  The misses generally happen when the reason for the initiative was wrong from the start.  Specifically, the benefits are meant to accrue more to the seller than the buyer.  The complete opposite of what it should be, we need to focus on buying cycles to shorten sales cycles.
How to do that continues to be a real challenge, especially with the nervous markets.  Buyers often opting to delay, involving more people in the decision, increase in tenders, and other impediments.
It seems everyone has ideas on how to shorten sales cycles, wanting to go beyond the limits my experience