Nine deals were lost on price. Six of them never bought anything.

The most common entry in the lost-reason field is usually the least informative one, and acting on it can make the underlying problem worse.

By Steve 5 min read
Abstract bridge artwork for Nine deals were lost on price. Six of them never bought anything.

Open almost any CRM and sort the closed-lost deals by reason. Price will be at the top. It usually is. What the field rarely records is what the buyer did next: whether they signed with a competitor, or whether they did nothing at all and are running the same process today that they were running when the conversation started. These are two entirely different outcomes wearing the same label. One is a competitive loss. The other is a loss to inaction. They call for opposite responses, and confusing them is…

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