The CRM says you lost on price. Half of those buyers never bought anything.

Two losses look identical in the pipeline report, have opposite causes, and only one of them is fixed by discounting.

By Steve 5 min read
Abstract bridge artwork for The CRM says you lost on price. Half of those buyers never bought anything.

Pull the closed-lost reasons out of almost any CRM and the distribution is suspiciously tidy. Price. Competitor. Budget. Timing. The first two dominate, because they are the ones a salesperson can say out loud without it sounding like their own fault. Then look at what actually happened to those buyers. A meaningful share of them did not buy from anyone. The requirement is still sitting where it was. The spreadsheet is still open. Nobody won. These are two entirely different losses wearing the same label, and confusing them is expensive,…

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