How to navigate slow sales cycles when there’s an immediate need for the product

As B2B tech becomes more and more nuanced, buying processes, too, could become long-drawn-out. 

Because of the different levels of qualification done from the seller’s side, the never-ending back and forth emails between both you and the sellers, you’d find yourself struggling to purchase a tool within a week’s time. 

But what if your problem is pressing and you need the solution ASAP?

In this article, we spoke to top B2B experts to share how you can navigate slow sales cycles when there’s an immediate need for the product.

🧠 What the Experts Recommend:

• Let the prospect arrive at the ‘Aha moment’ 
• Offer value on a piecemeal basis

#1 Keep a good and open communication line with sellers

GTM Buddy’s Head of Product Marketing,  Deepak Jannu, agrees that going through a slow sales cycle when there's an immediate need for a product can be frustrating. But like most relationships, transparency and good communication can be the oars that help you navigate these waters.

-  You need to set the right expectations at the onset. For the deal to progress smoothly, both sides must be on the same page. Communicate your needs and priorities with the selling team so they understand your urgency and can accelerate things where possible.

- Work together with the seller to quickly resolve any bottlenecks that may arise. Ask what you can do to help move the deal along. For example, you may be able to expedite the process by negotiating on price or terms of the purchase.

- Most importantly, be respectful of the seller’s constraints as well. If you earn their trust, they are more likely to go the extra mile for you.

#2 Look out for ‘Aha moment’ ASAP

Hugh McFall, senior Product Marketing Manager at EV charging company, ChargePoint, says that a seller’s job is to remove roadblocks and make it easy for you to try the product yourself. You have to 

• Get the key stakeholders aligned, 
• Learn how easy it is to implement the product and get value out of it. 
• Look for interactive, self-serve product demos to get to the ‘aha moment’. 

This way you can share this information with other decision makers, and make it easier to get buy-in internally.

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