Long decision-making cycles are the number one global barrier to achieving Commercial Excellence, according to diagnostic results conducted by the consulting company European Customer Consultancy (ECC), founded by our friend Olga Potaptseva. Can human centricity speed up sales cycles?
What Is Commercial Excellence?
Commercial Excellence is a state of a business where people, processes, and technology work harmoniously to earn more money, come up with smart solutions, and enrich customers’ lives. A fundamental requirement for commercial excellence is people’s ability, enablement, and motivation.
Out of 12 enablement components- from a unified client vision to customer experience management- one consistently stands out as a gap: sales cycles and decision-making speed. Behind every delayed decision are unclear roles, unspoken assumptions, and habits that quietly erode effectiveness.
By uncovering these human factors and addressing them through targeted interventions, organisations can dramatically improve sales velocity.
How to Influence Client Decision-Making Speed
B2B purchasing decisions are made by individuals, each with unique fears and motivations. For instance, a CFO might prioritise transparent cost control, while an operations director may be concerned about excessive manual work and poor automation adoption.
To accelerate client buy-in, your communication must minimise buyer friction, address concerns directly, and provide guidance and education.
Since B2B buyers complete almost 70% of their journey before engaging with the sales team, the most effective strategy is to shorten the sales cycle by enabling buyers to find answers instantly and independently. A well-organised knowledge base can indicate high levels of buyer engagement (for example, viewing pricing pages or revisiting case studies). This allows the salesperson to provide a relevant, personalised human touch at precisely the moment when the buyer needs validation.
Case Study: From Pressure to Partnership
A biopharma company, post-merger with a global pharma leader, faced operational issues. Their made-to-order, life-saving treatments experienced late deliveries due to a client-supplier dynamic between divisions, leading to tension and misaligned expectations.
European Customer Consultancy (ECC) identified the root cause for slow decision-making as a lack of structure: inconsistent processes, fragmented communication, unreliable systems, and an overreliance on goodwill. Implementing ECC’s Circles of Control methodology helped teams to distinguish between what they could control, influence, and accept. This  shifted their focus from frustration to action.
This empowered them to standardise practices, strengthen communication, and engage with their counterparts more empathetically. The result was shorter lead times, smoother collaboration, and renewed accountability. This transformation highlighted that Commercial Excellence begins with people aligning, not just processes.
Turning Insight Into Action
If long decision-making cycles are holding your organisation back, start by exploring how people, processes, and clients can be better aligned around shared goals.
For those seeking practical guidance, the ECC B2B Commercial Excellence Course offers a structured, hands-on learning experience – part of ECC’s broader B2B Commercial Excellence Program. The course helps leaders and teams turn potential into predictable, sustainable growth through practical frameworks, real case studies, and actionable tools.
The course is designed for professionals leading:
- Sales & Account Management
- Customer Success & Retention
- Operations & Customer Support
- Distributor & Partner Management
- Commercial Excellence & Transformation
For organisations seeking a more in-depth, tailored Commercial Excellence Program, including diagnostics, leadership workshops, and transformation support, you get in touch with ECC and Olga, to explore collaboration opportunities.