Every loss is logged as price. The winner wasn’t the cheapest.

The most common reason recorded for a lost deal is also the least reliable, and acting on it does predictable damage to margin.

By Steve 5 min read
Abstract bridge artwork for Every loss is logged as price. The winner wasn’t the cheapest.

Open the CRM, filter to closed-lost, and one value dominates the reason field: price. It is usually the single largest category, often by a distance. And yet, in the same market, the competitor who took those deals is frequently not the cheapest bidder. Both things cannot be true in the way the data implies. Something in the recording is wrong, and because pricing decisions get made from that record, the error is expensive. Why the field fills up with one answer Two separate incentives converge on the same word, which…

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