Improving the process.
WHAT TO DO AFTER EVERY OUTCOME
Establish why.
WHAT TO ASK AFTER A LOSS
What decided it What you could have done differently Who they chose, and why
HOW TO ASK
Directly, without defending.
WHY THEY ANSWER
Most people will, if asked once and graciously.
WHAT TO ASK AFTER A WIN
Why they chose you What nearly stopped them What was difficult in the process
WHY WINS MATTER EQUALLY
They reveal what works, which is harder to see.
WHAT TO RECORD
The stated reason, per deal.
WHAT TO LOOK FOR
Patterns across many.
WHAT PATTERNS REVEAL
Whether losses are about price, product, process or targeting.
WHY THAT DISTINCTION MATTERS
Each requires a different response.
WHAT PRICE LOSSES MAY ACTUALLY INDICATE
Value not established, rather than price too high.
HOW TO TELL
Whether buyers who chose you paid the same.
WHAT PRODUCT LOSSES INDICATE
What to build, if it recurs.
WHAT PROCESS LOSSES INDICATE
Something in how you sell.
WHAT TO DO WITH THE FINDINGS
Change one thing, and observe.
WHAT TO AVOID
Reacting to a single loss.
WHY
Individual deals have individual reasons.
