According to Mellissa Tong, the founder of NMSDC-certified DuckPunk Productions, the sales cycle can be broken down into four distinct stages.
During a recent podcast appearance, the topic of the sales cycle was brought up, prompting the question of how to define it and whether it can be shortened. According to Mellissa, the key to shortening the sales cycle lies in creating a compelling brand story that elicits an emotional response. She outlines the four stages of a sales cycle and stresses the importance of efficiently closing each stage to minimize time, money, and effort spent on client acquisition.
The first stage is establishing an emotional connection. Without this connection, the cycle cannot progress further. Mellissa emphasizes the need for businesses to master their elevator pitch, highlighting the common mistake of presenting information without evoking any emotional response. She emphasizes that in today’s saturated market, businesses have a limited window of opportunity to capture the attention of potential customers.
When asked how to create an emotional connection, Mellissa emphasizes the importance of crafting a compelling brand story that resonates with the audience. By leveraging relatable elements, businesses can elicit an emotional response, leading to the second stage of the sales cycle – a reaction from the audience.
Mellissa explains that eliciting a reaction, regardless of the specific emotion, can prompt action from the audience, ultimately leading to a transaction. She provides examples of businesses that successfully transformed their pitches by focusing on emotional triggers, such as a heating and air-conditioning company emphasizing the concept of comfort over tangible units.
Another example she provides is a hotel that shifted its approach from listing specific offerings to promoting customizable experiences, eliciting a stronger emotional response from customers. Lastly, she shares a story of a law firm that effectively articulated the emotional appeal of estate planning, sparking a reaction from potential clients.
Mellissa concludes by emphasizing that by understanding and effectively navigating these four stages, businesses can streamline their sales cycle by focusing on crafting a compelling brand story. By effectively connecting with customers on an emotional level, businesses can significantly improve their customer acquisition process.
Discover more insights from Mellissa on her LinkedIn newsletter.
