Everyone loses sometimes. Whether you work for a nonprofit, a corporation, or yourself, you need to figure out why you lost an opportunity. That’s the best way to learn how to craft more “wins” in the future.
I got a blank look, and had to explain that this simply means finding out why someone chose not to use your service, and then applying that information to refine your approach in the future. My client is a manager of a new social enterprise offering fee-based services, and attracting paying customers is an unfamiliar challenge. Some basic sales education might be helpful here. In fact, lost sales analysis can be applied to any kind of work. For example:
When someone doesn’t want to work with you or your company, do you engage in endless second-guessing? Feel discouraged or powerless? Pay consultants to run focus groups or surveys with past customers or prospects that turned you down? (FYI, companies do actually do this, and they buy lost sales analysis solutions.)
Instead, do something productive. Plan ahead, and even before you hear the actual result “yes” or “no,” have an effective strategy for understanding why you lost out. If you win, that’s great. But if you don’t, you won’t be left in the dark.
These conversations can help you identify your best prospects and how best to win them over. You just can’t afford to leave that information lying on the table.