Account executives will feel heard, sales will be more effective, and the go-to-market teams will be able to better support sales.
When he read the email, “We’ve decided to go in another direction,” it was like a punch to the stomach. Brent hung his head trying to absorb the loss.
When salespeople lose a deal, most prefer to move on rather than linger over the specifics of the loss. Similarly, when they win a deal, most are quick to celebrate. But very few take the time to assessIn our experience leading and coaching sales teams, we see evidence that a brief, well-pointed sales retrospective, where you unpack the reasons behind a win or a loss, can significantly improve a team’s future win rate.
If you lost the deal, digging deeper through this lens will help you frame your positioning to create more urgency next time. If you won the deal, this information will help you take actions to ensure a high-value implementation from the client’s perspective. Unpacking a loss more holistically by looking at the players and the value story can help a sales team move beyond the sting of rejection. It’s worth noting that an environment of shame and blame rarely produces great insight. Instead focus on what they can do differently next time.
After the loss, the fintech team went back to their client to ask why they choose the competitor, allowing the team to get more detailed information about the perceived product differences. Keeping the conversation neutral without trying to re-pitch the sale created an environment where the client was willing to share. The loss still hurt, but the deep insights they gained directly from a client helped the team adjust their offering going forward.
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