Long B2B sales cycles are a marathon, but they’re won in the first miles.
How to manage the lack of control that comes with long B2B sales cycles?
Selling a $100K+ product to a “traditional” company is a true survival game.
You’re selling:
- complex solutions
- to non-technical buyers
- with long decision cycles
- and internal politics everywhere
... But that’s where the biggest contracts are.
Here are a few winning tips and strategies to build a relationship with the big guys on solid ground:
1. Build FOMO, without discounts
What do they lose by waiting? What do competitors gain by moving first?
Discounts for early adopters must not be the only FOMO driver! Take the time to think about the competitive edge of using it before their competitors.
Map adoption curves, show what happens when usage becomes optimal. Make them want to get there asap.
2. Use pilots, but don’t sell your value away
Pilots are great: they allow you to start onboarding the client and bring some money back home. But their goal must be clearly defined:
- It’s NOT about testing that the technology works (you would not be talking to them if it was not working).
- It’s JUST about creating the perfect fit between the solution and their specific use cases (technical onboarding) and/or collecting the data needed to co-build a strong ROI case.
3. Lock your pricing early
Big accounts know they matter, and they know you’re in a rush to sign. They will use time against you.
If your pricing isn’t clear and justified, they will push… and push… and push.
Ensure your pricing model fits with their financial constraints early in the process (CAPEX / OPEX...)
Ensure pricing is clear from day 1 (or 2), perfectly justified by the value you deliver, and do not negotiate until things get (very) concrete.
Long B2B sales cycles are a marathon, but they’re won in the first miles.
