Many times we ask people to invest a lot of time in training, planning and installation for our products. For some future payoff. Which may or may not occur. And we wonder why we have long sales cycles.
I like to look at the Time to Value (TTV). How long does it take your customer to start getting results and value from the time you get the purchase order? The best products have a quick TTV and as the customer invests their time, the value grows geometrically greater. That's a win for everyone.
Short TTV = short sales cycles.