If you would try to sell B2B like a sprint, you will never achieve the marathon.
In consumer and retail business selling is like a sprint as people can decide within a few seconds as in many occasions the decisions are subjective. A salesman can even accelerate the buying process by giving advice or influencing the buyer.
Endurance for the B2B complex sale
In business to business it just takes longer: from problem definition, over presentation, over evaluation, over the last round, to the final decision. It is a much more rational buying decision.
You can try to move ahead for an intermediate step, but you will not be able to overhaul your competitors as a consensus by all the different people involved needs to be obtained.
They decide and control the speed of the buying process, not you.
Endurance is required to sustain the contacts and relations and keep the focus of closing the deal.
The fast competitor isn’t necessary winning
Of course a competitor can try to move or even move ahead faster; however as the purchase process takes more time they can or will become exhausted by the time the closing of the contract is in sight.
Or your fast competitor could just loose interest himself as it takes too long.
As the fast moving competitor might have been pushing too much a decision taker or an influencer the sales process this might just turn against them.
The B2B complex sale is not a sprint – it is a marathon.
If you try to run the B2B sales process like a sprint, you will never finish the marathon.
Are you a sprinter or a marathon runner?