Every quote was bespoke. So every loss is an anecdote.

A one-in-three win rate tells you almost nothing if no two proposals were comparable, and "we lost on price" is usually the sound of a missing reference class.

By Steve 5 min read
Abstract bridge artwork for Every quote was bespoke. So every loss is an anecdote.

A firm quotes sixty jobs a year and wins twenty. The CRM records a loss reason for each of the forty. Around half say “price”. The obvious inference is that the firm is expensive. The obvious response is to sharpen the pencil. Both are guesses, because in a business where every quote is built from scratch, there is no such thing as a comparable data point, and without comparability, forty losses are not a dataset. They are forty stories. This is one of the quieter costs of bespoke quoting, and…

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