Research Blog

When a deal slows down, many sales teams look outward for the cause—perhaps it’s the prospect’s budget, competing priorities, or internal delays. But often, an overlooked factor lies closer to home: the salesperson’s own buying habits. 

Buy Cycle, as a sales competency, refers to a salesperson’s ability to recognize how their personal buying behavior influences the objections they’ll accept from a prospect. For example, a rep who tends to take their time when making purchases—shopping around, seeking multiple quotes, or delaying decisions—may unintentionally enable similar behaviors in prospects. This excessive empathy can stall deals at critical stages, turning what should be a straightforward sales process into a drawn-out one. 

To keep a sale progressing, it’s essential that salespeople develop awareness of their own tendencies. By doing so, they can better guide prospects, avoid unnecessary delays, and stay focused on moving opportunities forward. 

Where Buy Cycle Fits Within Sales DNA 

Buy Cycle is one of several competencies that make up Sales DNA—the internal beliefs, habits, and instincts that shape how salespeople behave in the field. Unlike tactical selling skills, which can be learned through training and practice, Sales DNA reflects deeper mindsets and tendencies that influence whether reps consistently apply their skills effectively. 

When salespeople lack awareness of their Buy Cycle, they may hesitate at critical moments. For example, a rep who personally avoids making quick decisions may empathize too much with a prospect’s indecision, allowing the buyer to delay without challenge. Similarly, a rep who always seeks out the lowest price for personal purchases may project this onto their prospects, assuming that price is the central concern—even when it isn’t. 

This can make otherwise capable salespeople struggle to maintain control of the process. On the other hand, those who understand and manage their Buy Cycle tendencies are better equipped to guide prospects, ask for appropriate commitments, and confidently navigate each stage of the sales process. 

The Impact of Buy Cycle on Sales Performance 

Salespeople who are strong in this competency often see measurable differences in their results, including: 

• Fewer competitive situations. When reps avoid enabling endless comparison shopping, they help prospects stay focused on the solution rather than chasing alternatives, which reduces the risk of being caught in a price war. 
• Stronger timing of demos, pricing, and proposals. Confident in their ability to lead the process, these salespeople share information at the right moments—neither too soon, when it might overwhelm or distract the buyer, nor too late, when it could stall momentum. 

• Improved sales velocity. Without their own buying habits interfering, these salespeople help deals progress more smoothly through the pipeline, reducing unnecessary delays. 

How to Ensure Your Sales Team Is Proficient 

While Buy Cycle might seem like a subtle factor, its impact on performance can be significant. Yet, it’s also one of the least developed competencies across sales teams. Objective Management Group’s data shows that only 27% of salespeople are proficient in understanding how their own buying habits affect their selling. 

This presents an opportunity for sales leaders to strengthen their teams: 

Promote self-awareness. Encourage reps to reflect on their own buying patterns. For example, do they seek extensive information before making personal decisions? Do they delay purchases until they’ve considered every possible option? Helping them connect these patterns to their sales behavior is the first step. 

• Coach with purpose. Use real scenarios where a deal slowed down and explore whether Buy Cycle tendencies played a role. Focus on how the rep could have guided the prospect differently, balancing empathy with leadership in the process. 
• Foster a mindset of guidance, not accommodation. When reps see their role as helping the buyer make a confident, timely decision, they’re less likely to let their own hesitations interfere. 

How Assessments Help Uncover Buy Cycle Tendencies 

While coaching and discussion are valuable, Buy Cycle tendencies can be difficult to observe without objective tools. This is where structured sales evaluations come in—they provide clear insights into how a salesperson’s internal beliefs, including their Buy Cycle, might affect performance. 

By understanding these underlying patterns, sales leaders can provide more targeted support, helping reps break free from self-imposed obstacles and guide deals more effectively. 

To explore more about competencies like Buy Cycle and how they contribute to sales success, download our 21 Core Sales Competencies White Paper.