The competitor you never quote against

Most loss logs name a rival. The deals that actually got away usually never got that far, and they respond to a different kind of pressure entirely.

By Steve 5 min read
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Ask a sales leader who they lose to and you will get names. Ask them what happened to the forty per cent of last year’s pipeline that neither closed nor was formally lost, and the answer gets vaguer: the buyer went quiet, the project got parked, the sponsor moved roles, there was a reorganisation. Those deals rarely make it into competitive analysis, because nobody beat you. Nothing happened. That distinction matters more than most firms treat it. A deal lost to a named rival and a deal lost to inertia…

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