Why is the sales cycle in B2B so slow?
You sell machinery, technology or complex solutions. The purchasing process in manufacturing and industrial companies is lengthy – it can take months from the first contact to the signing of the contract. The reason? Customers hesitate, compare options and seek certainty.
According to Forrester Research, 74% of B2B purchases today take longer than before, and on average 6–10 people are involved in the decision-making process. This means that even a small amount of uncertainty in the customer’s eyes prolongs the entire process.
The gap between what the company thinks and what the customer is concerned about
Most companies focus during sales meetings on what they consider to be their greatest competitive advantage – technical specifications, manufacturing quality, price. But the customer’s reality may be completely different.
- You emphasise the machine’s performance.
- They are concerned with how quickly they can get a spare part in the event of a breakdown.
- You talk about design.
- They need a guarantee of a stable supply without downtime.
If you fail to bridge this gap, the sales cycle drags on unnecessarily – the customer remains indecisive.
How interviews help speed up decision-making
In-depth conversations with customers provide you with the arguments that actually matter when making a purchase. Not assumptions, but facts.
1️⃣ Precise knowledge of decision-making criteria
You’ll find out what the customer really values: price, service, delivery speed, references. This means the salesperson doesn’t waste time on arguments that aren’t relevant to the customer.
2️⃣ Identifying key objections
The interviews will reveal why the customer is hesitating – whether the issue lies with price, trust, internal policy or a previous bad experience. The salesperson can then prepare and respond in good time.
3️⃣ Greater customer trust
When a salesperson uses precise wording and arguments they have heard from other customers, they come across as more authentic. And trust means quicker decision-making.
Real-world example: an industrial compressor manufacturer
The manufacturer was convinced that performance parameters and energy consumption were the key to sales. However, in-depth interviews revealed that customers were primarily interested in rapid service response. A single day of downtime meant losses running into millions.
As a result, the company revised its sales presentations – service availability became the main selling point. The result? A sales cycle shortened by weeks, because customers received a clear answer to what really mattered to them.
Data that cannot be ignored
According to Gartner research, up to 77% of B2B buyers say their last purchase was very complex or challenging. This clearly shows that the greatest opportunity lies not in better advertising, but in removing barriers to decision-making.
In-depth interviews will show you what those barriers are – and thereby speed up the whole process.
Why outsource interviews to a third party
When a sales representative calls a customer, they rarely get an honest answer. Customers fear that criticism will be used against them. An
independent third party acts as a neutral intermediary. Customers speak more openly – and you gain data that will genuinely help your sales team.
Summary for CEOs and business owners
- In-depth interviews shorten the sales cycle because they reveal customers’ true motivations.
- Salespeople can then use relevant arguments and address objections earlier.
- The result is faster deal closure and greater team efficiency.
How to get started
Watch our webinar on YouTube, where we share specific real-world examples: Webinar recording on YouTube.
And if you’d like to know how to use in-depth interviews in your company, get in touch with us.
AITOM Digital helps B2B manufacturing and industrial companies accelerate their sales cycle and build strategies based on facts, not assumptions.