Celebrate Your Wins but Learn More from Your Losses


Take time to celebrate your wins – winning creates the spark that ignites the fire within you. It jump-starts your early-morning routine and makes it easier to take on the challenges of pursuing that next customer. It can set the pattern that you can follow to create future success. But don’t dwell on a successful pursuit too much. You could end up getting over-confident the next time.


On the flip side, it’s too easy to brush off your losses as bad luck or attribute them to a “clueless customer” who just didn’t get it. (Notice how “smart customers” are those who buy from you… and you rationalize that the others must not be that smart.) 


But making excuses prevents you from exposing the lessons from those losses. Continuous learning is gleaning all that you can, even from the opportunities when you didn’t win. While your competitive losses will hopefully be infrequent, make an honest assessment to evaluate why you lost… and how you will avoid the same losing result next time:


  • Were you sufficiently plugged in to the customer’s organization? Were members of the customer organization  actively opposing your solution?


  • Did you build strong relationships as an advisor and nurture sponsors who could become advocates for your solution?


  • Did you articulate a strong business value proposition? Did your customer buy in to your value proposition and internalize it to gain approval?


  • Did your competition establish a dominant position in the account and did they “outsell” you?


These are all questions for you and your selling team to consider in your assessment. While not very much fun, they will help you avoid repeating the same mistakes in the future.


I’m DJ Sebastian, for more info on what it takes to become an Elite Seller, visit my website at thetechseller.com