4 min read

what is full-cycle sales?

what is full-cycle sales?

Discover the Power of Full-Cycle Sales


For some it might be a case of back to the future, for others it's a whole new world of possibilities, which I can tell you from personal experience can be a much more rewarding and meaningful experience than the SDR/BDR/AE mash up many find themselves frustrated with. 

Full-cycle sales is a true powerhouse when it comes to getting the most bang for your buck. It simplifies operations, reduces costs, and enhances efficiency like nothing else.


What is full-cycle sales?

HS design ideaA full-cycle sales representative, is responsible for managing the entire sales process from prospecting right through until the deal is successfully closed. Typically they have responsibility for lead generation, discovery, qualification, presentations and demos, proposal and closing deals. 

Often referred to as the "eat what you kill model", full-cycle selling is definitely not something to shy away from! 

On the contrary, if you're hounded by low customer satisfaction rates, struggling to keep your sales team intact, lacking career growth opportunities for your team, or feeling overwhelmed with limited resources, it's high time to jump on the full-cycle sales bandwagon!

A full-cycle salesperson typically takes on the challenges of prospecting, qualifying and discovery, impressing prospects with presentations and demos, and ultimately negotiating and closing deals. In some cases, they may also have the added responsibility of managing accounts after the sale

 It's not just about closing deals; it's about forging meaningful connections with your customers. In this rapidly evolving tech landscape, where complexity reigns supreme, understanding your customers' needs is the key to providing tailored and effective solutions.

A holistic approach to sales is the essence of full-cycle sales. which holds huge potential for improved customer retention and customer satisfaction, career development and increased sales success.  

Transactional relationships belong in the past. Full-cycle sales professionals are the masters of building long-lasting connections. From the first hello to the final farewell, they are there every step of the way, fostering trust, loyalty, and paving the path for repeat business and glowing referrals.


Whats the difference between a SDR and Full-cycle sales rep?

Full-Cycle Sales Model graphicSDRs play a crucial role in the sales process by actively seeking out potential customers through various outbound activities like cold calling, email outreach, and social selling. Their main objective is to identify individuals who have shown interest or have the potential to be a good fit for the product or service being offered..

Typically, once the SDR has qualified a lead, Account Executives (AEs) move in to take charge. Their main objective is to expertly navigate the sales process, forming strong connections with potential customers. AEs delve deep into understanding their needs, showcasing product demonstrations, and skillfully negotiating terms to secure a successful sale. They are the masters of their craft, ensuring a seamless and satisfying experience for both buyer and seller.

This model is quite popular in B2B sales organisations. In contrast a Full-Cycle Sales  representative, is responsible for managing the entire sales process from prospecting right through until the deal is successfully closed and in some cases account manage post sale.


What are the main issues with the SDR/AE model?

With costs on the rise and returns on the decline, coupled with a less-than-stellar customer experience, it appears that the downsides of this approach may just outweigh the positives!

One of the main concerns for customers who unfortunately find themselves caught up in this experience is the frequently inefficient handover from the SDR to the AE. There are numerous problems in this area, but the most significant ones are;

  • Lack of Communication

    Inadequate communication between SDRs and AEs may result in a disruption in what should be seamless customer experience.
  • Lack of Understanding of Customer Needs

    Insufficient or incorrect information regarding the customer's needs may be transferred, resulting in a discrepancy in expectations.
  • Failure To Provide a Timely Response

    There might be a potential setback if there is a delay in the transition from SDR to AE. It could lead to a slower response to customer inquiries or even a missed opportunity.
  • Confusing Communications

    Inconsistent messaging may lead to confusion for the prospect, resulting in a disrupted customer experience.
  • Misaligned Expectations

    If the expectations set by the SDR do not align with the capabilities or offerings communicated by the AE, it can lead to major dissatisfaction.
  • Insufficient Qualification

    If the SDR fails to sufficiently qualify leads before transferring them, AEs may potentially waste time on prospects that are not a good fit.
  • Insufficient Transition Resources

    Insufficient transition resources, such as call recordings, notes, or contextual information, can impede the AE's ability to seamlessly carry on the conversation.


there's more than one sales model -


Why you should consider full-cycle sales model for your business

The tech industry is a whirlwind of change, and full-cycle sales professionals are the agile navigators. They effortlessly adapt to shifting market dynamics and evolving customer preferences. By staying involved throughout the entire sales process, they have their finger on the pulse of customer needs, allowing them to adjust their approach with lightning speed.

But that's not all, full-cycle sales professionals are the champions of cross-selling and upselling. Armed with a deep understanding of their customers' current setup and future aspirations, they introduce additional products and upgrades that add value to their clients' businesses. It's a win-win situation that boosts revenue and strengthens the bond between seller and buyer. When challenges arise, full cycle sales professionals rise to the occasion. They are the superheroes of effective problem resolution. Having been there from the beginning, they possess the knowledge and expertise to address and resolve issues swiftly.

full cycle sales proessThis proactive approach not only enhances customer satisfaction but also showcases a commitment to their success. In the age of big data, full cycle sales professionals harness the power of analytics. They have a treasure trove of data accumulated throughout the sales process, providing invaluable insights into customer behaviour, preferences, and the effectiveness of different sales strategies. Armed with this knowledge, they continuously refine and optimise their techniques, ensuring they stay one step ahead of the game.

Personalisation is key, and full-cycle sales professionals are the masters of creating unforgettable customer experiences. By understanding the customer's journey from start to finish, they tailor their interactions and communications to align perfectly with their preferences and expectations. This personalised touch leaves customers feeling valued, satisfied, and loyal.

In the dynamic landscape of the technology sector, the full-cycle sales strategy remains a force to be reckoned with. It's the secret sauce that fosters deep customer relationships, adapts to industry changes, and seizes upselling opportunities.

With businesses facing the challenge of accomplishing more with limited resources, managers are routinely seeking to reduce costs and optimise their operations. Consequently, sales tools are being closely examined as managers actively seek ways to simplify their tech stack, like trying to unravel a jumble of yarn. This trend is here to stay for the foreseeable future.

So, step into the world of full-cycle sales and unleash your true potential in 2024 and beyond!

downward curve arrowYour guide to successfully implementing full-cycle sales 
Full Cycle Sales Infographic


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