If you’ve recently lost a sale to a large account you’d thought you had in the bag, you’re likely reviewing every aspect of the deal. What happened? If it wasn’t your lack of selling skills that killed the deal, or a familiar reason like price, maybe it was a poor functional fit, or someone else had an inside track you didn’t see. Those reasons are appealing because you know how to address them, whether through a pricing change, new capabilities in the product, or better competitive positioning.

So what now? Maybe you’re thinking about putting it in the loss column and moving on.

Hold it. Before you do that, think about this. Losing a big sale is often none of those things. Instead, it may be a struggle within and across your customer’s organization.

Put simply it may be complexity, but on the customer’s side. And, although it may not be obvious at first glance, that is something where you can have a positive impact – and maybe land a future sale.

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