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RAB Research Archive

Analyzing ‘winning’ sales



Learning why a sale is won is almost as important as finding out why a sale is lost. But few salespeople ask a customer why they got the sale. They're happy they got the business and simply move on to the next deal.

If you focus only on why you lose, you may not understand why you win. Debriefing with customers who choose to work with you is a valuable yet often overlooked exercise. It's always important to understand why you win because this information acts as a powerful complement to the reasons you lose.

Researching wins as well as losses ensures that you receive a balanced perspective so you can continue practices that result in success and eliminate ones that lose sales. Prospects you've sold will often be candid about their reasons for giving you their business and provide you with feedback in areas where you might need improvement.

Source: Sales author Richard M. Schroder





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