So, why didn’t we win?
30th November 2016 | Chris Wilson
The truth may hurt, but being a good loser is a key strategy for future success.
Business has been using client feedback to sharpen performance since the year dot and Loss Reviews have long been part of the competitive sales cycle. But the process fell out of favour with many corporates because the information it provided wasn’t valued – why was this?
There are a number of reasons: firstly, the internal feedback lacked credibility; often it would be self-serving, designed to avoid or deflect blame, or it would reinforce convenient prejudices – a case of being plausible rather than true. Secondly, the client’s feedback was often vanilla and predictable.
Because of the insensitive way they were asked, that is often through an electronic or paper-based template or, at best, a telephone conversation, clients would opt for the obvious or easy explanation: “You were beaten on price” or “We selected a better solution” – avoiding the more explicit and confrontational “Your salesperson didn’t listen” or sometimes “Your CEO gave all the wrong messages.”