2 — July 2025 — M id A tlantic Real Estate Journal
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M id A tlantic Real Estate Journal
M id A tlantic R eal E state J ournal Publisher, Conference Producer ..............Linda Christman VP, Conference Producer .............................Lea Christman Editor/Graphic Artist ......................................Karen Vachon Contributing Columnist .................................Troy Harrison
Mid Atlantic R eal E state J ournal ~ Published Monthly Periodicals postage paid at Hingham, Massachusetts and additional mailing offices Postmaster send address change to: Mid Atlantic Real Estate Journal 117 HMS Halsted Dr., Hingham, MA 02043 USPS #22-358 | Vol. 37, Issue 7 Subscription rates: 1 year $99.00, 2 years $148.50, 3 years $247.50 & $4.00 single issue - plus postage
Troy Harrison
Mastering the Marathon: 4 Strategies for Managing Long Sales Cycles H ave you ever run a marathon? Most people haven’t. But many salespeople run them every day – the long sales cycle. Salespeople love the quick win – that satisfying moment when a prospect becomes a customer in a matter of days or weeks. Sometimes, it’s even the fabled “one call close.” But what about those industries, or even those times, where the sales cycle stretches into months or even years? How do you keep your sales teams motivated, stra- tegic, on-task, and successful when the finish line seems so far away? Long sales cycles present unique challenges. They test a salesperson’s patience, stra- tegic thinking, and ability to maintain momentum over extended periods. They can also tempt even the most dis- ciplined sales professionals to neglect prospecting, as the gratification of a closed deal
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feels perpetually out of reach. But here’s the truth: mastering the long sales cycle is not just a skill – it’s an art form. And like any art, it requires dedication, practice, and a specific set of techniques. Let’s explore four key strategies that can help you and your team excel in the marathon of long-cycle sales. 1. Never Stop Prospecting Imagine you’re a farmer (no, not the old, outdated “hunter/ farmer” sales term). You know it takes months for your crops to grow, but you also know that if you don’t plant seeds regularly, you’ll eventually have nothing to harvest. The same principle applies to long- cycle sales. It’s easy to fall into the trap of thinking, “Why start new
conversations when I won’t close them for years?” But re- member this: you can’t finish a sale unless you start one. Prospecting is the lifeblood of your sales pipeline, regardless of how long it takes to close a deal. A sales funnel that doesn’t consistently fill at the top will run dry at the bottom. Make prospecting a non- negotiable part of your weekly routine. Set aside dedicated time each day to reach out to new potential clients. Use a mix of cold calls, emails, social media outreach, and network- ing events to keep your pipeline full. Remember, the seeds you plant today are the deals you’ll close tomorrow – or next year. The best prospecting cadence is continued on page 36
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