In my time as a sales director in the IT industry I spent a lot of time and effort trying to understand why we won and lost business, with most of the effort on the latter. In sales reviews, reading lost business reports and raking over the ashes with ex customers I compiled a comprehensive list of reasons. Top of the list was price! The competition offered a lower price, bought the business or gave more for the same were the usual suspects. Next was product, they had this widget, or used newer technology or had a better roadmap for the future of their offering. Hard on the heels of these compelling reasons was they went over the IT managers head, blew him out of the water and changed the basis of decision. Other reasons included they had a better unique selling proposition (USP) than us, i.e. our marketing people are useless; the customer has decided to write the software as they have people with little to do and of course they have decided not to progress the project as they dont have the budget.
One day one of my best sales people came to me and said he had just lost a piece of business. Out of morbid curiosity I asked why and checked my trusty list of reasons. To my...
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