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Mastering Long Sales Cycles wth Brian Hayes
Long sales cycles aren't a patience test—they're a process. In this episode, Mark McGraw and guest Brian Hayes break down how to win 12–24-month capital deals without rushing: speak the buyer's language, use curiosity to find context, and build momentum through meaningful next steps instead of shortcuts.
In this episode:
Why speed kills deals (and how context saves them)
Capital buying reality: budgets, board approval, and timing
Cost of delay as a lever to align urgency
The Italy negotiation story: delivery date > everything else
Stakeholder mapping: "Who else is involved?" and signatory…
The skinny
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