By John Doerr
It usually takes a long time to find a shorter way. ~Anonymous
I spend a good percentage of my time selling. I also teach selling to professional service providers. And one issue that comes up time after time is, "How do I get prospects to buy faster? Why don't people respond to my proposals, my calls, my emails, or me? How do I shorten the sales cycle?"
My flip answer, "Have more in the pipeline at all times, so the sales cycle just seems shorter."
Of course, that rarely makes anyone feel better. So based on our research and experience, here are my 10 Commandments to Making the Sales Process Move More Quickly.
I. Thou Shall Create A Crisp, Clear Value Proposition
In the course of my work, with all manner of professional service firms, I hear a very common lament. "We are becoming a commodity. The prospects just seem to buy on price. We are really good. How can I possibly separate myself from the crowd?" If you don't know how you are distinct, how will the prospect know? Ask your clients, your colleagues, your network – how do I provide value in what I do. Once you get an answer, refine the message, practice it, and refine it again.
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