You lost on price. It was the cheapest thing for them to tell you.

Price is the most frequently recorded reason for a lost deal and the least informative one, and acting on it costs margin twice over.

By Steve 5 min read
Abstract bridge artwork for You lost on price. It was the cheapest thing for them to tell you.

Open the closed-lost report in almost any pipeline and one reason dominates. Price. Too expensive. Went with a cheaper option. It is the single most common entry in the field, and it is close to the least reliable data the business collects, not because buyers lie, but because of what the question costs them to answer honestly. Price is the socially cheapest explanation Consider the position of the person delivering the news. They have decided against you. They may work with you later, or need a quote from you next…

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