Why Sales Cycles Have Gotten Longer—And What You Can Do About It

In today’s B2B and B2C sales environment, one trend is unmistakable: sales cycles are getting longer. What used to be a relatively quick, straightforward process driven by trust in advertising, simpler products, and fewer decision-makers has evolved into a multi-step journey. Now, the process involves more people, deeper research, and a sense of hesitation that sales teams must work through.

Part of the reason for this hesitation is that many products and services in the B2B world just don’t feel as necessary as they once did. Take the novelty of computers and software in the early days—businesses rushed to adopt these innovations. Today, however, when companies are pitched yet another version of a tool they already have, the enthusiasm is not the same. Many buyers see the hassle of transitioning to something new as more painful than the potential benefit. Whether it’s new software, furniture, or even a vehicle upgrade, the status symbol of upgrading has lost its lustre in many industries.

This reluctance to adopt the next big thing is one of many reasons why sales cycles are dragging out longer. But by understanding these underlying shifts in buyer behaviour, and aligning your strategy accordingly, you can still achieve growth even when deals take more time to close.

The Evolution of the Sales Cycle

The lengthening of sales cycles is not a sudden development—it’s the result of gradual changes in technology, buyer expectations, and the complexity of the products and services being sold. To understand this trend, it’s helpful to consider some of the factors that have contributed to this transformation.

Products and Services Have Gotten More Complicated

Over the past few decades, the products and services available to businesses and consumers have become far more sophisticated. Technology, especially, has introduced complex solutions with multiple features and capabilities. This complexity has led to buyers spending more time researching, evaluating, and understanding how a product or service fits into their existing systems or workflows. For example, purchasing a simple piece of software in the past might have required little more than a quick review of features and pricing. Today, however, the process involves ensuring the software integrates with existing tools, evaluating its long-term scalability, understanding its data security measures, and determining how it aligns with broader company goals. The need for more understanding and evaluation naturally lengthens the sales cycle. Buyers want to be certain that what they’re purchasing will meet their needs both now and in the future, and they need to fully understand how it works before making a commitment.

Diminished Trust in Advertising

In an era where misinformation and “fake news” are rampant, consumers and businesses alike have become more sceptical of what they see in advertisements. Scandals involving false claims and misleading marketing have led to a broader distrust of companies’ promises. This distrust has created a more cautious buyer, one who no longer takes advertisements at face value but instead seeks third-party validation before making a decision. Buyers today are more likely to turn to reviews, case studies, testimonials, and peer recommendations before making a purchase. They spend time researching online, reading reviews, and speaking with colleagues to ensure that what’s being advertised aligns with reality. This growing need for verification contributes to a longer decision-making process.

The Rise of the Research-Driven Buyer

In line with the declining trust in advertising, buyers now feel like they must become experts before they make a purchase. The ease with which information can be accessed on the internet has empowered buyers to conduct extensive research on their own. While this might sound like an advantage for businesses offering high-quality products or services, it also means that buyers are taking their time to evaluate every detail. Whether through reading articles, watching videos, attending webinars, or reviewing online forums, buyers are gathering a wealth of information before they ever reach out to a salesperson. By the time they do engage with sales, they often have highly specific questions or concerns, having already narrowed their choices through self-research. This phenomenon has extended the time it takes for buyers to move through the initial stages of the sales funnel.

More People Are Involved in the Decision-Making Process

Another key factor behind longer sales cycles is the increased number of stakeholders involved in purchasing decisions. In the past, a single decision-maker might have been responsible for evaluating a product and making a purchase. Today, particularly in B2B sales, purchasing decisions often involve multiple people from different departments—each with their own priorities and concerns. For example, a company looking to purchase new software may have representatives from IT, finance, legal, and operations all involved in the process. IT might be focused on integration, finance on budget and ROI, legal on compliance, and operations on ease of use. Coordinating these different perspectives and ensuring that all concerns are addressed naturally extends the decision-making timeline.

This Trend Affects Companies of All Sizes

It’s important to note that the factors contributing to longer sales cycles aren’t limited to large enterprises. From small businesses to multinational corporations, the trend of extended sales processes is affecting companies across the board. Even small startups are taking their time to evaluate products and services, engaging in lengthy research phases before making a commitment. This is in part due to the availability of information. Small businesses now have access to the same level of detail and analysis as larger corporations, and they are taking full advantage of that. The democratization of information has levelled the playing field but has also contributed to longer sales cycles for businesses of every size.

Navigating Longer Sales Cycles: What You Can Do

While longer sales cycles can be frustrating, they don’t have to be a death sentence for your business. In fact, understanding why the sales process is taking more time can help you adjust your strategy and continue closing deals successfully. Here are several key strategies to help you navigate this new reality.

Create High-Quality Content to Educate Buyers

Given that buyers are now more research-driven, it’s crucial for businesses to provide valuable, informative content that helps buyers make informed decisions. Content should be designed to educate, not just sell. This means creating blog posts, whitepapers, case studies, videos, and webinars that address your buyers’ most common questions and concerns.

For example, if your product is a software solution, you might create a detailed guide explaining how your software integrates with other platforms or a case study showcasing how a client achieved measurable success using your product. The more value you provide through content, the more likely buyers are to trust your brand and engage with your sales team.

Furthermore, good content can help nurture leads through a longer sales cycle. As potential buyers conduct their research, they’ll return to your website and consume your content, keeping your brand top-of-mind.

Follow Up Over a Longer Period of Time

Since the sales cycle has stretched, it’s important to adjust your follow-up strategy accordingly. In the past, sales teams may have focused on quick follow-ups designed to close deals within a short window of time. Today, however, a longer sales cycle requires more patience and persistence.

It’s critical to stay in touch with potential buyers throughout their research and decision-making process, providing helpful information and addressing any new concerns as they arise. Regular follow-ups demonstrate that you’re invested in helping the buyer make the best decision, even if it takes time. Just be sure to strike a balance—frequent communication is important, but you don’t want to overwhelm or pressure your prospects.

Build a Larger Pipeline

With sales cycles taking longer, it’s important to ensure that you have a larger pipeline of leads. A small pipeline can lead to bottlenecks in revenue generation, especially if it takes months to close a single deal. By building a larger pipeline, you can ensure that you’re always engaging with new prospects, even as others move slowly through the sales process.

Expanding your pipeline can involve a combination of inbound and outbound marketing efforts. Inbound strategies—like content marketing, SEO, and social media engagement—can help attract leads naturally. Outbound strategies, such as targeted email campaigns or paid ads, can also be effective in bringing new prospects into your sales funnel.

Become Better at Explaining the Benefits

As products and services become more complex, so too does the need for clear communication. Buyers want to understand not only what your product does, but how it benefits their specific situation. This is especially important when multiple stakeholders are involved, each with different concerns.

Your sales team should be adept at explaining the value of your offering in clear, simple terms. Focus on how your product solves real problems for your customers, and tailor your messaging to the different stakeholders involved. A member of the finance team will be interested in ROI, while someone from IT might want to understand technical compatibility. Tailored messaging that addresses each stakeholder’s unique concerns will help build confidence and move the sale forward.

Pay Closer Attention to the Sales Process

In longer sales cycles, the sales process itself becomes more important. Sales teams need to have a clear understanding of where each prospect is in the buying journey and adjust their approach accordingly. This might mean implementing a more structured sales process with defined stages, from initial engagement through to post-sale follow-up.

Sales teams should be diligent about tracking interactions with prospects, documenting each touchpoint, and noting any changes in buyer behaviour. Tools like customer relationship management (CRM) systems can be invaluable in managing these complex, multi-stage sales processes, ensuring that no lead slips through the cracks.

Align Sales and Marketing Efforts

Longer sales cycles have highlighted the importance of aligning sales and marketing teams. When sales and marketing work in silos, opportunities are missed, and the buyer experience becomes disjointed. To combat this, businesses need to ensure that both teams are working toward the same goals, using consistent messaging, and sharing data.

Marketing should focus on generating high-quality leads through targeted content and campaigns, while sales should follow up with personalised outreach that speaks to the buyer’s needs. When sales and marketing efforts are aligned, the buyer’s journey becomes seamless, making it easier to build trust and guide them through the sales process.

Longer Sales Cycles Are Not a Death Sentence

While longer sales cycles may seem daunting, they’re not the end of the world. In fact, they offer businesses the opportunity to develop deeper relationships with prospects and deliver more personalised solutions. The key is to adjust your strategy to align with these extended timelines, rather than expecting buyers to make decisions as quickly as they may have in the past.

The modern buyer journey is all about trust, education, and value. By focusing on building relationships, providing high-quality content, and aligning sales and marketing efforts, businesses can navigate longer sales cycles without sacrificing revenue growth.

Here’s why longer sales cycles don’t have to spell doom for your business:

Deeper Relationships: With a longer sales process, there’s more time to build meaningful relationships with prospects. This allows your sales team to truly understand the buyer’s pain points and tailor solutions that meet their needs.

More Qualified Buyers: Buyers who take their time to research, evaluate, and consider all options are likely to be more qualified. They’ve done their homework and are more confident in their decision, leading to higher-quality sales and fewer returns or cancellations.

Higher Retention Rates: Buyers who are given the time and information they need to make a decision are more likely to stick with their purchase. By providing a smooth, supportive buying experience, you can foster long-term loyalty and increase customer retention rates.

Adjusting to the New Reality of Sales Cycles

Sales cycles have undeniably become longer, and this shift is here to stay. The complexity of modern products, the need for trust and transparency, and the increased involvement of multiple stakeholders all contribute to this trend. While longer sales cycles can be challenging, they also present opportunities for businesses to build stronger relationships with buyers, improve their sales processes, and align their marketing efforts.

The companies that succeed in this new landscape are those that embrace these changes, provide valuable content, follow up with patience and persistence, and tailor their messaging to meet the unique needs of each buyer. By taking these steps, businesses can continue to close deals and grow, even in the face of lengthening sales cycles.

In the end, a longer sales cycle doesn’t have to be a death sentence—it can be an opportunity for growth, refinement, and deeper customer engagement.

The key takeaway? Embrace the longer process, adjust your strategies accordingly, and keep the focus on delivering value at every step.

Assia Salikhova

Smarketing Lab Co-Creator,
developer of profitable B2B solutions to grow your business.

assia@smarketinglab.co.nz

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