Framework

The sales cycle

The question it answers

When a sales team keeps losing prospects, which steps from prospecting to close should its manager review, and why must the cycle repeat?

Origin
Kotler and Keller, 2016
Diagram type
Cycle
Level of analysis
Team
Topics
Marketing & sales
Megaphone aimed at a glass target, icon for marketing and sales

Diagram

The sales cycle

  1. Prospect
  2. Contact
  3. Qualify and nurture
  4. Make an offer and handle objections
  5. CloseThe closed customer seeds the next round

Sources

References

Listed A–Z by author surname, Harvard style. A source with a DOI links to https://doi.org/…; one without links to its page or says plainly that it has no DOI.

  1. Kotler, P. and Keller, K.L. (2016) Marketing management. Harlow: Pearson.No DOISource page
  2. Singh, J. et al. (2019) ‘Sales profession and professionals in the age of digitization and artificial intelligence technologies’, Journal of Personal Selling & Sales Management, 39(1), pp. 2–22.doi:10.1080/08853134.2018.1557525Source page