Rushing Sales Cycles Risks Long-Term Business Growth Stability For Kiwi SMEs

Pressure to deliver instant sales is forcing New Zealand SMEs into marketing shortcuts that may be hurting long-term business growth.

“We are seeing more pressure than ever for marketing to deliver leads fast,” says Assia Salikhova, managing director of Wellington-based agency Smarketing Lab. “But the reality is the sales cycle is getting longer, audiences are more dispersed, and decision-makers change roles more frequently. You can’t rush trust.”

The growing push to generate direct leads in record time may sound practical in a cash-strapped climate, but it’s often counterproductive. With nearly half of B2B decision-makers changing roles annually, and buying groups becoming more democratic, a one-size-fits-all pitch to a single contact no longer works.

Instead, Salikhova says businesses must develop leaner, smarter systems to build relationships faster—without abandoning long-term brand growth entirely.

She offers three practical strategies for business owners and managers feeling the squeeze:

1. Focus your target, not your spend

Many SMEs spread their marketing thinly across broad segments, often wasting budget in the process.

“It’s not about reaching everyone, it’s about reaching the right ones,” says Salikhova.

Rather than advertise to all health professionals, for instance, target dentists or physiotherapists specifically. This kind of tight targeting doesn’t require large budgets, but it does demand better research into where your audience is active—and what they actually care about.

“Knowing where your audience is has become harder, but the sharper you are, the shorter your sales cycle will be.”

2. Build systems that support faster decisions

Too many businesses still operate on slow, manual sales processes that delay progress.

“If a client asks for a proposal, and it takes two weeks and three follow-ups to get back to them, that’s not going to fly,” says Salikhova. “Installing more robust systems, such as automated proposals or visible pricing menus will speed things up.

“When clients can see pricing upfront, they can give feedback immediately. It reassures them that you’re not making it up on the spot.”

Simple automation can save weeks and help close deals quicker—without appearing pushy.

3. Offer value, not just features

In saturated B2B markets, many offerings are seen as ‘extras’ rather than essentials.

“People already have tools like CRM software. What you offer has to solve a real problem or offer a clear benefit. Otherwise, it’s like trying to sell juice to someone who just needs water,” she says.

To stand out, businesses must present outcomes rather than options. Demonstrate value through testimonials, results, or education—especially if the buyer is not yet convinced that they need what you sell.

While big corporations might afford to separate long-term brand investment from short-term lead generation, most Kiwi SMEs do not have that luxury.

“95% of businesses don’t have the funds for parallel strategies,” says Salikhova. That’s why a balanced approach—one that focuses on tightening targeting, improving efficiency, and selling value—is not just good marketing, it’s survival strategy.

ABOUT

Smarketing Labis a B2B marketing agency that helps businesses grow their sales and revenue.

Established in 2003 in Wellington, New Zealand,Smarketing Laboffers customised solutions combining technology and modern trends with proven sales and marketing strategies.

Smarketing Labserves clients across New Zealand, Australia and internationally.

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