March 14, 2022

The sales cycle definition is the process of making a sale. It includes all of the different stages that a customer goes through from when they first become aware of your product or service, to when they finally make a purchase.

Understanding and working with the proper sales cycle definition can help you speed up your company’s sales process and increase your chances of making more sales.

What is the sales cycle definition?

The sales cycle refers to all steps of the sales process, from initial contact with a customer to closing the deal and follow-ups. It’s the client’s journey from realizing they need a product to actually purchasing it.

The sales process is a journey that a prospect takes, so it’s a roadmap for the sales department.

The entire sales cycle can be viewed as an organizational chart. This shows how the entire process is broken down into specific, relevant phases. These phases determine the activities and organizational processes that are associated with them.

What are the stages of the sales cycle?

Specific products and services can define the sales cycle and its phases. 

1. Sales prospecting for leads

This stage of the sales cycle involves defining your target customers and evaluating whether they are able to afford your offer. This step involves researching the market and creating leads. Snov.io tools can be used to verify the accuracy and authenticity of your email list if you plan to contact prospects via email.

2. Initiate contact

There are three ways to make the first contact: email, phone call, and face-to-face meeting. Be as relevant as you can. Your prospects need to see the value you offer.

3. Qualify leads

Ask qualifying questions during your first email conversation or phone call to uncover, clarify, and understand the needs and pain points of your clients. Once you have established if prospects and your company are a good match, you can move on to the next step in the sales cycle.

4. Make an offer

Customers must be convinced that the product is a solution to their problems and meets their needs during this critical phase. To increase conversion rates, it is possible to use previous sales experience.

5. Respond to objections

Your customers may have questions before making a purchase. Around 44 percent of sales reps quit after one rejection. It’s better to stay persistent as 80% of sales require follow-up.

6. Close the deal and follow up

Once all your concerns have been addressed, you can create a proposal and negotiate the details before moving on to signing the agreement. This is not the end. Active post-processing allows customers to determine if they are satisfied with their purchase decision. If the answer is yes, you can make further offers.

Why the sales cycle is key to revenue growth

Businesses should track the progress of their sales cycle to ensure a smooth selling process. Marketing and sales teams are well aware of the steps involved in a sales cycle. However, not many marketing teams outline and systematize the sales cycle. It is up to individual sales reps to decide what to do.

A company can gain insight into its sales cycle effectiveness by keeping a complete record. These processes can be tracked, analyzed, and compared with the average length across the business niche.

Your cycle could be shorter than the average for your niche. This could indicate that your sales team is more productive than that of your competitors.

You can also analyze your sales cycle to see which steps are slower and how you can improve them. It is easier to identify the steps that lead to success or failure when you look at the process of closing deals one by one.

The benefits of monitoring your sales cycle

Training is easier. A well-defined sales cycle will make it easier to train new sales reps.

Proper sales team structuring. You can also structure your team better if you have a better understanding of your sales cycle. Let’s say you have analyzed your sales cycle and found a bottleneck in following up with leads. To ensure that enough work is being done at each step, you will need to re-assign the roles to your team.

Monitor team performance. You can also track your sales cycle to help you evaluate your team’s performance. If your average sales cycle length is decreasing month-on–month, this means that your team is closing more leads in a shorter time frame, which is great news. It is also worth comparing your sales cycle length to that of your competitors so you can see where you stand.

What is sales cycle management?

Sales cycle management is the way sales reps, sales managers, and other team members keep track of each stage of the sales process. They look for trends and determine which parts of the process are performing well or need improvement. Sales cycle management tools such as CRM can be helpful.

Sales cycles are an integral part of every salesperson’s day. It is important to know the sales cycle that your team follows — and to use it as a compass to navigate the stormy waters of selling.

What is the role of the sales manager in the sales cycle?

There are many roles that a sales manager can play in a business environment, but one of the most important is preparing a sales funnel. A sales pipeline is a visual representation that shows the company’s sales process. It guides sales teams and helps to monitor and evaluate sales processes.

A sales pipeline helps salespeople stay focused and organized.

How to optimize your sales cycle techniques

No matter if your team has achieved sales goals, you must continue to optimize your sales techniques and improve your sales cycle. Here are some tips to keep your sales team on track.

1. Outsource administrative work.

The average salesperson spends 36% of their time selling and the rest on administrative tasks. Your employees can outsource their administrative tasks to improve your sales cycle and allow you to focus on your sales.

2. Follow-ups should be done carefully.

Unfortunately, lead generation can be very tedious. As we have mentioned, most sales require follow-ups before a deal can be closed. Salespeople must have a consistent habit of persevering through their activities.

3. Start small.

A foot-in-the door technique can help you build a stronger relationship with your prospects. This tactic involves asking prospects for small favors before you get them to sign the deal.

Begin small by asking for their phone number when you email them. After a product demonstration, ask the client to introduce the product directly to their purchasing team.

4. Social proof is a great way to prove your point.

Case studies are the best social proof. To get closer to the purchase, your employees should share social proof with their leads. To counter objections from your leads, you can also use case studies.

They may be concerned about the fact that your product will require extensive familiarization. To show customers how quickly the tool can work, you can use case studies from previous customers.

5. Keep an eye on each team member.

To guide your team through the sales process, make sure you have all sales documents created. Pay attention to the metrics of each member of your team. You might find that some employees are having difficulty at certain stages of the sales cycle. Offer additional support and resources to high-performing salespeople if this is the case.

6. A service cycle can be added to a sales cycle.

More companies are adding a service cycle to their sales cycle to meet the increasing importance of customer care and service. These cycles must be coordinated or synced in this instance.

Key elements of a sales cycle

  • Prospecting. The first step in building a customer base is to search for new customers. It is sensible to first define the ideal customer for your business. Then, think about how you can approach him.
  • Initial contact. Different approaches are required for different industries. The first contact can be a phone call, an email, or a letter. Obsessive advertising is less likely to succeed compared to help, support, or provision of information.
  • Identify customer needs. You can only understand if your product is appropriate for your customer. You and your sales representatives should prepare the questions and resources needed to get the necessary information.
  • Present your offer. Your proposal should be the best product that your potential customer needs. You should correct your proposal based on the information you have gathered during the previous stages.
  • Manage objections. By understanding the objections (for instance, about prices and terms) and teaching sales representatives how to correctly answer them, you can increase closing percentages and speed up the sales process.
  • Close a deal. After you have received the customer’s signature, you will need to close the deal. Training and experience are necessary to develop different methods of closing sales.
  • Refer customers and encourage repeat sales. Track customer satisfaction. You will be able to refer new customers and repeat sales to your existing customers throughout the sales cycle.

A CRM will help you manage your sales cycle more effectively. It will help you see which deals are in progress and which stages are losing potential clients. These insights will help you improve your strategy.


The sales cycle definition helps sales teams go through the different stages of making a sale. Understanding and managing the sales cycle can help you speed up your company’s sales process and increase your chances of growing revenue.

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