One of the biggest challenges in automotive and engineering sales is the long and unpredictable sales cycle. If deals are taking months (or even years) to close, cash flow becomes inconsistent, forecasting is difficult, and growth slows down. Sound familiar?

But here’s the good news: you don’t have to accept slow sales as the industry norm. By applying the right strategies, you can speed up your sales cycle without sacrificing any of the deal quality.

Why Do Your Sales Cycles Drag On?

Here are my top 3 reasons deals stall in technical sales, and what you can do about them:

1️⃣ Buyers Don’t See Enough Urgency

If your prospects aren’t in a rush to move forward, they won’t. Engineering and automotive buyers are often risk-averse and need a strong reason to act now.

🔧 Fix it:

  • Ask your prospect to articulate the cost of inaction (e.g., “What is the cost each month to you / your business that goes by without a solution costs you?”).
  • Offer limited-time incentives, without discounting your value.
  • Tie your solution to external deadlines (regulatory changes, supply chain pressures, industry shifts). Find that impending event.

2️⃣ The Decision Process is Overcomplicated

In B2B sales, especially in engineering-led industries, the decision-making chain can be long, and approvals take time. If you’re relying on one contact to push the deal through, it’s a recipe for delays.

🔧 Fix it:

  • Identify all stakeholders early and involve them in discussions.
  • Understand their internal approval process – what does it take to get a “yes”?
  • Provide tools like ROI calculators and case studies to help your key contact make a stronger internal case.

3️⃣ Your Pipeline Lacks Momentum

Many sales teams rely too much on ‘following up’ without giving prospects a clear reason to respond. If deals stall, it’s often because the next step isn’t obvious.

🔧 Fix it:

  • Every interaction should have a defined next step, never leave a meeting without agreeing on what’s next. (This shouldn’t be “give me a call sometime next week!”)
  • Use mutual action plans: A shared document that outlines each party’s commitments and deadlines.
  • Automate reminders and follow-ups so deals don’t slip through the cracks. A CRM is perfect for this if you use one.  Otherwise a good old fashioned diary reminder works just as well.
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Engineering The Approach to a Faster Sales Cycle

Shortening the sales cycle isn’t about rushing prospects. It is about removing friction and engineering a smoother process. Here’s how:

✅ Map out your sales process– Identify bottlenecks and delays.

✅ Optimise your proposal process– Standardise templates and remove unnecessary steps. The simpler it is, the smoother it will run.

✅ Leverage technology – CRM automation, e-signatures, and digital presentations speed things up.

The companies that succeed in complex sales don’t just “wait for decisions”—they create a structured, proactive process that moves deals forward.

Take Action This Month

🔹 Audit your sales cycle– What’s the average time from lead to close? Where do deals stall?

🔹 Test one new urgency strategy(e.g., limited-time incentives, impact of inaction messaging).

🔹 Need expert insights? If long sales cycles are holding back your business, book a free strategy session with me to identify some quick wins.

Stay tuned for the next issue, where I’ll cover how to build a sales pipeline that adapts to market shifts.

Until next time,

Mark Rathore

P.S. What’s the longest a deal has ever taken to close in your business? Reply and let me know!