I recently found myself reflecting on impatience while standing in 35°C heat, plastering my new outdoor kitchen in my backyard. As someone who readily admits to being impatient, this DIY project became an unexpected lesson. Plastering, especially for an untrained hand, is a slow and methodical process – you can’t just slather it on and expect a perfect finish. Each layer must be applied carefully and given time to dry. Under the sweltering sun, with sweat trickling and my temper shortening, I had to constantly remind myself to slow down. “Relax, take a breath – channel your inner Zen,” I told myself. It wasn’t easy. I was tempted to rush, to skip steps, to make it go quicker. But plaster doesn’t care about my schedule or my impatience; it will crack or be bumpy if rushed. So I trudged along, bit by bit, allowing each coat to set before the next. To my surprise, the result turned out pretty good in the end – a fairly smooth, sturdy wall that I’m proud of. But it only turned out well because I resisted that urge to hurry and accepted that some things just take time.
This sweaty afternoon of plastering got me thinking about impatience on a broader scale. In my little project, impatience was a hurdle I had to overcome to get a quality result. In the bigger picture, isn’t impatience something of an illness in modern times? We live in an age where almost everything is expected to happen instantly. If a website takes more than a few seconds to load, we grow frustrated and move on – indeed, consumers today rarely wait more than two to four seconds for a website to load, and services like Amazon Prime have set the expectation that even physical goods arrive within a day. Technology has conditioned us to crave immediate results: streaming any movie on demand, getting a cab at the tap of an app, receiving an answer from a colleague within minutes because everyone is always online. Our collective desire for instant gratification is ever-growing, and companies are constantly finding new ways to cater to it. Amazon’s same-day grocery service, for example, is described as further proof of the obsolescence of values such as patience, hard work and self-control in our society. We want what we want, and we want it now.
The Modern World’s Cult of Instant Gratification
It’s not an exaggeration to say we are living in a “microwave society” – a culture where people get alternatives so quickly that we no longer learn to tolerate waiting. If one online store doesn’t have an item in stock for immediate delivery, another store is just a click away. If a YouTube video buffers for more than a moment, we find a different one. Our smartphones bombard us with real-time notifications, and social media offers an endless scroll of instant entertainment. The result? Many of us have grown chronically impatient. We fume at slow baristas if our coffee isn’t ready in a couple of minutes. We feel a flash of anger if a text message goes unanswered for an hour. As a society, we seem less able to tolerate waiting, whether for a coffee to be served, or a salary increase, and patience – once considered a virtue – has become unfashionable. In the past, patience and delayed gratification were often seen as signs of maturity and discipline. Now, it can feel like everything is a race.
This modern impatience isn’t just a trivial personal quirk; it has real consequences. Psychologically, constantly chasing instant gratification can erode our ability to persevere on long-term goals. It’s telling that research over decades has linked the ability to delay gratification with better outcomes in education, health, and career success. Yet, the more our environment trains us to expect immediacy, the harder it becomes to practice that patience. Impatience can also lead to poor decision-making – rushing to get a small reward now rather than a bigger reward later (a behavior psychologists call intertemporal impatience). On a societal level, impatience leads to shortcuts and corner-cutting. Instant gratification is a serious issue. It often dilutes the person’s ethics and impatience leads in resorting to shortcuts. In other words, when we demand results right now, we may sacrifice quality, ethics, or safety. Think of corporate scandals caused by pressure for fast profits, or personal health taking a backseat because we opt for the quick comfort of junk food instead of cooking a proper meal. In relationships, the expectation of immediate responses and constant availability (thanks to messaging apps) can strain our bonds; meaningful communication sometimes loses out to hurried texts. The slow dance of building trust and understanding can’t be sped up without losing something essential. Truly, there are areas of life where we cannot sacrifice patience for speed without negative consequences.
Yet, despite these downsides, the modern world keeps turning up the tempo. Businesses feel this acutely: there’s relentless pressure to grow faster, deliver results faster, compress every timeline. One domain where this collision between impatience and reality is very evident is in B2B SaaS (Software-as-a-Service) sales – an industry I work in and am very familiar with.
The Rush in SaaS: Fast Tech, Slow Sales Cycles
In the tech industry, speed is often idolized. Startups strive to achieve explosive growth quarter over quarter. New software features are released in rapid sprints. Investors want to see hockey-stick charts that shoot upward quickly. It’s an environment that breeds urgency – sometimes verging on impatience. If a deal or project isn’t moving fast enough, people start to worry something’s wrong. I’ve experienced this first-hand working with SaaS business-to-business applications for small to very large enterprises in Europe. Both solutions consultants (the pre-sales advisors who craft solutions and demos) and account managers (the sales reps closing deals and managing clients) are under constant pressure to accelerate the sales process.
However, here’s the catch: selling B2B SaaS is not like ordering a cab or bingeing a Netflix show. No matter how much we crave a quick win, enterprise sales cycles have a natural length due to the very nature of business purchasing. Unlike a consumer impulse buy, a business software purchase involves significant consideration. Think about it: even a “small” sale to a medium-sized company might involve multiple stakeholders, budget approvals, security reviews, and careful evaluation of features. It’s a bit like the plastering process – there are steps you simply cannot skip if you want a solid result. According to B2B sales benchmarks, the average sales cycle for small-to-medium business (SMB) SaaS deals is about three months, while enterprise-level deals (selling to large corporations) can take around seven months on average. That’s the reality, and it makes sense – bigger companies have more layers of decision-making and due diligence, so you cannot realistically expect a complex SaaS deal to close in a couple weeks.
In fact, recent data suggests that sales cycles have been getting longer, not shorter. One 2023 industry report found that the average B2B SaaS sales cycle stretched to 134 days (around 4.4 months), up from about 107 days (3.5 months) a year earlier. Market conditions like economic uncertainty have made customers more cautious, adding roughly an extra month to decision times. This can be frustrating for sales teams used to the go-go pace of the tech world. When revenue targets loom and quotas are quarterly, an extra month feels like an eternity. But it’s a reminder that not everything in business can be rushed to meet our internal timelines. Customers will sign on the dotted line only after their own thorough process, and often we just have to wait it out.
The impatience of the modern world tempts us to find shortcuts in sales, just as in other arenas. In SaaS, this often manifests as pressure tactics or premature closing attempts. Have you ever been on the receiving end of a desperate salesperson offering a hefty discount if you “buy now before the quarter ends”? Inside many sales organizations, there’s a stereotype (not entirely without truth) of the pushy rep who won’t take no for an answer and tries to close five times in one call. It makes for entertaining movies, but in real life it can be counterproductive. When deals are forced purely to hit a fast deadline, the results can be poor: maybe the customer felt rushed and isn’t fully on board, leading to unhappiness or churn later, or maybe the heavy discounting to incentivize a quick close ends up hurting the company’s margins. In fact, sales experts warn that this kind of “haste lays waste” to your business. Companies that resort to panicked, end-of-quarter pushes often discount heavily in order to make quota, sacrificing profits for speed. A rushed sale today might be a bad sale tomorrow.
I’ve seen this in my own experience as well. Early in my career, I was eager to impress and close deals quickly. In one case, I hurried a client through demos and proposals in just a couple of weeks – and yes, we got the deal just in time for our quarter-end. I felt triumphant… until a few months later, when the same client became unhappy because they hadn’t fully understood how to implement our software. We had to scramble with extra support and freebies to stop them from cancelling. In hindsight, had we taken a bit more time up front – to truly explore their needs and ensure alignment – it might have saved us and the client a lot of pain. This is a classic consequence of impatience in sales: focusing on the short-term win rather than the long-term success.
Not Everything Can Be Compressed (Lessons from Plaster and Sales)
The parallels between my plastering project and the world of SaaS sales became clear to me. In both cases, if you try to compress the process unnaturally, you risk ruining the outcome. When I was plastering the wall, I learned the hard way that trying to speed it up (like applying a second coat before the first had fully dried, or using a heater to force it to dry faster) would likely backfire. As one plastering guide bluntly put it: “Allow the plaster to dry completely before applying additional layers. Patience and proper drying times are key to a lasting finish.” In other words, rushing creates flaws – cracks in the wall that might not be visible immediately, but will definitely show up later and cause failure. The only way to do it right was to respect the process and its inherent timing.
Now, think of a complex sales process. There are stages that simply can’t be skipped if you want a solid deal at the end. You need to discover the customer’s real needs, build a relationship, prove your product’s value, address concerns like pricing or security, perhaps go through a trial period – these are like the “layers” of plaster that need to set properly. Sure, you could try to skip some steps or hurry through them: maybe skip the detailed discovery and jump straight to a proposal, or try to go for the close before the customer has fully vetted the solution. It might occasionally work, but more often than not you’ll get cracks in the form of misunderstandings, objections, or a lukewarm commitment that falls apart. Just as plaster won’t hold if it’s not given time to cure, a B2B customer relationship won’t hold if trust and value haven’t been given time to solidify.
Modern tools and techniques do offer some ways to speed up portions of the sales cycle – much like there are additives to make plaster dry faster, or power tools to mix it quicker. For example, in SaaS sales, we use AI to send follow-up emails instantly, we use analytics to identify the hottest leads sooner, and some companies even offer innovative options like flexible payment terms (B2B buy-now-pay-later) to remove procurement delays and “shorten sales cycles” where possible. These can certainly help shave off some waiting time by removing unnecessary friction. But even with the best tools, you’ll still have human beings making decisions at the client’s end – and human beings generally don’t like to be rushed or bullied into a major commitment. There is a natural gestation period for trust and decision-making that has to occur. As the saying goes, “you can’t pull on a seedling to make it grow faster; you’ll only uproot it”. Likewise, you can’t force a customer to “buy now!” just because you are impatient, without risking damage to the relationship.
It’s worth emphasizing this point: In an era where everything seems to be accelerating, sometimes the winning move is to slow down. By pacing yourself and the customer, you ultimately get to a better outcome. This isn’t just feel-good advice; it’s backed up by the experience of top sales professionals. Patience in sales doesn’t mean being lazy or passive – it means being steady and strategic. It’s like calmly applying that plaster in smooth strokes, rather than frantically slapping it on. The best salespeople I’ve worked with operate with a kind of patient urgency: they are diligent in moving the process forward, but they never appear desperate. They make sure each step is fully handled. And ironically, by not rushing, they often close deals more effectively and uphold their forecast than the frantic sellers who try to accelerate everything. Patience, in this way, becomes a competitive advantage.
Cultivating Patience: Advice for SaaS Solutions Consultants and Account Managers
If you’re a new solutions consultant or account manager in the SaaS industry, you might be nodding along with all this – or perhaps feeling a bit anxious. After all, the culture of impatience in tech sales is real, and as a newcomer you’re likely under pressure to prove yourself quickly. You have targets to meet, maybe a probation period to get through, and you want to show that you can close deals fast. How can you reconcile that reality with the need to be patient? Here are some pieces of advice to help you cultivate patience while still staying productive and on track:
- Understand the Natural Sales Cycle in Your Market – Begin by educating yourself (and your bosses, if needed) on the typical timeline for your type of sale. If the average sales cycle is three to four months, set realistic expectations that a deal you start working on today might not close until next quarter. Measure your progress with milestones (first meeting, demo, trial, proposal, etc.) rather than only the end result. Knowing that “the average sales cycle for SMB SaaS is about three months (and longer for larger deals)” can actually be comforting – it reminds you that slow-moving deals are normal, not personal failures. When management pushes (“Can we close this enterprise deal by next month?”), you’ll be able to push back with data and a plan: for example, “Our average enterprise deal takes 7 months; we’re at month 3 doing fine. Let’s focus on advancing to the next step rather than rushing the close.”
- Build a Strong Pipeline to Avoid End-of-Quarter Panic – One root cause of impatience in sales teams is the feast-or-famine pipeline. If you only have a few deals in play and the quarter is ticking away, desperation sets in and you might try “panicked, premature closes” or heavy discounts to force those deals through. The best way to combat this is by consistently prospecting and nurturing leads so that you always have a healthy pipeline. As the saying goes, always be prospecting. If you have multiple opportunities maturing at their own pace, you won’t feel as tempted to squeeze one unnaturally fast. At the start of each quarter, take time to assess your pipeline and plan your activities (outreach, demos, content sharing, etc.) across the full period. This long-game approach is the essence of patience in sales – you’re preparing future wins rather than only chasing immediate ones.
- Listen More, Talk Less – One of the most practical ways to exercise patience in sales conversations is to slow down and listen. Many salespeople (especially when nervous or eager) rush through presentations and pepper the prospect with feature after feature. But a patient salesperson lets the customer speak, asks questions, and truly hears the pain points without jumping in to pitch at the first pause. By listening carefully, you show respect for the customer’s timeline and thought process. You also gather crucial information that will help you tailor your solution. Seasoned sales trainers emphasize this: “Being prepared to listen to the customer to determine their goals” is a skill that requires restraint from the typical seller’s impulse to dominate the conversation. When you listen and understand first, your later recommendations carry much more weight. Don’t worry about silence in a meeting – sometimes sitting through a few seconds of silence after asking a question gives the client space to really consider and respond thoughtfully. That’s patience in action during a sales call.
- Don’t Jump to the Close – Earn the Close – Impatient sales reps are often too quick to ask for the sale. Yes, you should always be closing in the sense of guiding the deal forward, but closing isn’t a single yes/no question at the end – it’s the culmination of many smaller commitments throughout the process. Avoid the mistake of trying to seal the deal before the customer has clearly seen the value and is mentally ready. If you attempt to close a deal in your first meeting with a complex client (unless it’s truly a transactional sale), you’re likely skipping crucial steps. Instead, focus on advancing the sale: close on the next meeting, close on a pilot project, close on involving another stakeholder – incremental commitments. Each step solidifies the foundation, so that asking for the final decision becomes a natural, comfortable next step for the buyer, not a leap. Don’t close prematurely – patience during negotiation and value-building actually gives you strength, because you’re not begging for the deal, you’re proving its worth. When you finally ask for the business, do it confidently knowing you’ve covered the bases.
- Be Assertive but Not Aggressive – Patience in sales does not mean sitting back and hoping the customer eventually buys. You still need to drive the process forward, but in a professional and helpful manner. The difference between impatience and assertiveness is tone and intent. One useful definition I’ve come across: “Having patience is giving the client their space, while at the same time being proactive to help them solve their issues. It’s not being aggressive, but assertive.” In practice, this means you follow up consistently, you answer questions promptly, you remind the client of upcoming deadlines or the benefits of moving forward – but you do so in a way that respects their timeline and doesn’t pressure them unnaturally. For example, instead of calling a prospect three times a day when they’ve gone quiet (aggressive impatience), you might send a friendly email saying, “Hey, I know you’re considering our proposal – I’m here to help if you have any questions. Take your time to evaluate, and let’s touch base later this week to see where things stand.” You keep the sense of urgency on your side (you’re on top of the task), but you don’t transfer stress to the client. Strive to be the calm, reliable partner in the process, not the source of anxiety.
- Educate and Provide Value at Each Step – One way to combat your own impatience is to use the waiting time productively. If a client is taking longer to make a decision, rather than just twiddling your thumbs or sending nagging reminders, offer something of value in the interim. Maybe share a case study relevant to their industry, or introduce them to a useful resource or a reference call with an existing customer. Or search for other people inside the organization that can help you to multi-channel. This not only helps the customer move along in their decision (sometimes what feels like “delay” is actually them seeking more certainty), but it also channels your nervous energy into a helpful activity. By focusing on serving the customer’s needs rather than the clock, you naturally practice patience. You’re no longer just waiting; you’re actively nurturing the opportunity. Plus, when the customer does move forward, they’ll remember that you weren’t just pestering them for a signature – you were supporting them all the way, which builds trust. As a bonus, educating the client can sometimes accelerate the sale in a healthy way (for instance, showing the cost of delay – how your solution might save them money or pain by acting sooner – can create a genuine urgency rooted in value, not salesperson pressure).
- Keep the Long Game in Mind – Finally, always remind yourself of the bigger picture. In SaaS, closing a new customer is just the beginning of the relationship. You’ll want to renew that customer year after year, maybe even expand the account. So rushing a deal that isn’t a good fit or that leaves the customer unsure will just create problems down the line. It won’t leave you as their trusted advisor. It’s far better to take a bit longer to close the right deal in the right way, ensuring the customer is set up for success. That’s how you build a stable book of business. Patience is inherently a long-term mindset. One sales veteran insightfully noted that patience means you’re in it for the long term – it’s about aligning your success with the customer’s success, “a balance between achieving your annual goals by helping your clients achieve theirs.” When you approach sales with this long-term partnership mentality, impatience tends to naturally fade. You realize that what matters is not how quickly you close, but how well you and the customer prosper together over time.
Finding Your Inner Zen in an Impatient Age
After that day of plastering in the sun, I not only ended up with a nicely finished outdoor kitchen walls, but also a renewed appreciation for the value of patience. In a world that often feels like it’s spinning faster by the day, it’s worth cultivating an inner Zen – a calm center that reminds you that some things just cannot (and should not) be rushed. Whether it’s a DIY project at home, building a meaningful personal relationship, or navigating a complex SaaS sales cycle at work, the principle holds true: great outcomes take time and mindful effort.
As we hurtle through the 21st century with instant everything, impatience might seem like an epidemic. But unlike a virus, we can choose how to respond to it. We don’t have to surrender to the frenzy. In fact, by consciously practicing patience, we often gain an edge. We make better decisions, nurture stronger relationships, and achieve more sustainable success. The modern world may reward speed, but it rewards sustained quality even more. Sometimes, slowing down in the short term helps you speed up in the long term – because you’re building on solid ground.
So the next time you find yourself tapping your foot waiting for a webpage to load, or feeling exasperated that a deal hasn’t closed yet, take a deep breath. Remember that plaster takes time to dry, seeds take time to grow, and good business deals take time to mature. Embrace that reality. Call upon your inner zen master, if you will, and find some calm in the process. In the end, patience is not just about waiting; it’s about how you wait and what you do during the wait. And when you wait well – with purpose, care, and persistence – you’ll often find that the results (a beautiful wall, a successful sale, a happy client) were well worth the time invested.
In a world afflicted by the illness of impatience, be the one who offers the cure – through your own example of patience and steady effort. It’s a timeless lesson that bears repeating, now more than ever. After all, as both plastering and SaaS sales have taught me, “we cannot sacrifice patience for speed everywhere” – finding the right balance is the key to lasting success.