What goes wrong repeatedly.
TALKING INSTEAD OF ASKING
Describing features while the buyer waits to explain their problem.
PITCHING BEFORE UNDERSTANDING
Proposing a solution to a problem you have not established.
POOR QUALIFICATION
Months spent on deals that were never going to close.
NOT REACHING THE DECISION-MAKER
Perfect conversations with someone who cannot buy.
TREATING INACTION AS A COMPETITOR YOU CANNOT SEE
Losing to doing nothing, which is the commonest outcome.
DISCOUNTING WHEN ASKED
Every future negotiation starting from that number.
CONCEDING WITHOUT TRADING
Teaching the buyer that asking works.
MANUFACTURED URGENCY
Recognised immediately, and it costs trust.
NOT ASKING FOR THE ORDER
Deals drifting until they die.
FILLING THE SILENCE AFTER ASKING
Reopening a decision that was being made.
STOPPING AFTER TWO FOLLOW-UPS
Abandoning deals that needed a third.
PIPELINE FULL OF DEAD DEALS
Concealing the real position and misdirecting effort.
FORECASTING ON HOPE
Commitments made that cannot be supported.
PROMISING WHAT DOES NOT EXIST
A sale that becomes a refund and a complaint.
WINNING CUSTOMERS YOU CANNOT SERVE PROFITABLY
Revenue that costs more than it earns.
NOT ASKING WHY YOU LOST
The only free improvement available, left unused.
