Customers and Value
Why You Actually Lost
You lost on price. Who told you that? Someone was polite, it got repeated, it became the truth. This Fix replaces the story with the reason.
Fix
11
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Customers and Value
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Half a day to set up, then twenty minutes per interview
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Retest quarterly
THE SYMPTOM
You lost the deal, and within a day the business knew why. Price. It is always price, or timing, or "they went with someone they'd used before". Comfortable reasons, because none of them requires anyone to change anything.
Ask a harder question. Across the last five deals you lost, what actually happened? Not the reason that was passed around. The reason the buyer would give a friend over dinner, when nothing is at stake and nobody is being polite.
If you cannot answer that, your win rate is a number you watch but do not understand. You are adjusting proposals, discounting, and rehearsing objections against a cause you have never verified. And the deals keep being lost in the same place, because the same place is exactly where nobody has looked.
The rest of this Fix is for subscribers
Five more sections, the artefact, and everything else in the library.
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PUBLISHED