BizSugar.com › Sales › You Lose Because Of What You Don’t Do

Over the past few days, I’ve been participating in a loss review with one of my clients. It was a painful loss, it was a major opportunity, with a prestigious customer. The winner would lock up the business for the foreseeable future. My client had been pursuing this opportunity for over a year. The sale was for a relatively complex piece of capital equipment. The support teams had done many demonstrations and tests, they had made modifications to the base software to support customer requirements. Through the entire process, they were neck to neck with the competition. In the end, they were even slightly lower priced.