The loss reason is price. A third never got a quote.

Price is the most commonly recorded reason for losing a deal and the least reliable one. What the label conceals, and how to tell when it is telling the truth.

By Steve 5 min read
Abstract bridge artwork for The loss reason is price. A third never got a quote.

Open the CRM and read the closed-lost reasons for the last two quarters. In most businesses, one answer dominates: price. Too expensive. Went with a cheaper option. Budget didn’t stretch. It is the most recorded reason for losing work and, on inspection, frequently the least supported one. A meaningful share of deals coded as price losses never reached the point where a number was formally issued, compared and rejected. Some died at qualification. Some died in silence. Some died because the buyer decided to do nothing at all, which is…

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