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 does full-cycle sales mean?

Full-cycle sales involves a single salesperson having responsibility for every stage of the sales journey.

A full-cycle sales person 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.  

Their territory can be geographical, by industry sector or in larger companies there may be a combination of both.

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Why would you think about moving to a full cycle sales model?

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 B2B 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?

SDRs 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 skilfully 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 management post sale.

This is achieve using automation and AI with Sales tools such as Sales Hub - with its dedicated prospecting and sales workspace, all the information your sales reps need is consolidated in one place and enhanced with AI assistants that provide guidance on next steps and priority actions, ensuring nothing falls through the cracks. perfect for the busy full cycle sales folk in your team!

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 for your business in 2024

Every sector of the B2B space is a whirlwind of change with AI demanding attention and promising better productivity and improved performance.  Full-cycle sales professionals are the agile navigators of these exciting opportunities.

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 the whole story, 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 heroes of effective problem resolution. Having been there from the beginning, they possess the knowledge and expertise to address and resolve issues swiftly.

This 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.

With B2B Strategies like multi-channel outreach and multi-threading in your sales campaigns it's important to use automation and AI to be able to scale your activities and manage larger numbers of tasks in your sales sequence and sales cadences. The best way to approach full cycle sales is to simplify your tools and stop the swivel chair integration and reliance on spreadsheets.

Select a single solution that meets the needs of your sales team from prospecting to closing, a sales automation tool that can grow with you business, giving your whole team (sales, marketing and support) access to all communication with your prospects and customers. A single source of truth, elevating your customer experience and your sales results.

Full Cycle Sales Process

The full cycle sales process is a comprehensive approach that spans every stage of the sales journey, from initial prospecting to closing the deal and beyond.

It begins with identifying potential leads and understanding their needs, followed by engaging them through personalised communication and building a relationship.

As the process progresses, the focus shifts to presenting tailored solutions that address the client's specific challenges, negotiating terms and ultimately securing a commitment.

Post-sale, the cycle continues with nurturing the client relationship, ensuring satisfaction, and seeking opportunities for upselling or referrals.

This holistic method not only aims to close sales but also to foster long-term partnerships, driving sustained business growth.

Beyond the advantages of adopting full-cycle sales, organisations can elevate their success by aligning sales activities with buyer needs, resulting in more accurate forecasts, shorter sales cycles and better visibility into pipelines and opportunities.

For a more in-depth review of the full-cycle sales process, visit our blog article here

Full-Cycle Sales Experience 

A full-cycle sales person does not simply close deals, they play a vital role in the entire sales process, encompassing various stages from prospecting to closing the deal. They are responsible for identifying potential leads, qualifying them through thorough discovery and evaluation, delivering engaging presentations or demos to showcase the value of products or services, and skilfully negotiating terms to secure a successful sale.

Moreover, some roles may extend to post-sale account management to ensure customer satisfaction and retention.

Implementing Full Cycle Sales 

Consulting Services

Thinking about including self sourcing into your sales process? Maybe full cycle sales could be a good fit for you.

To find out more, get in touch for a no fuss, no obligation chat.

If you're at capacity servicing the customers you already have, we can help with a combination of process improvements and technology. The result?  Your business will be transformed!

Related

McKinsey's 7S Model to Implement Full Cycle Sales

Is the SDR role really dead?

McKinsey 7-S Framework

What is full cycle sales experience?

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Further Reading 

What is Social Selling?

How to improve your sales win rates

Align your sales process with the buyer's journey

Why Use Multi Threading in B2B Sales?

Sales Playbook: Winning Big Deals

Big Business Agency Sales Library

Why Consider HubSpot?

Sales Hub

Sales Training and Coaching

Reduce Helpdesk Ticket Response Times

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