Just last week I received a call from a friend who owns a small marketing agency.
She had recently lost three solid opportunities—deals she should have won. She couldn't figure out what went wrong. So she did what most of us do: assume it was her own fault.
Maybe she said the wrong thing. Or her pricing was way off. Or she didn't have the experience the prospect wanted.
But I've lost enough deals to know the truth. She was basing her conclusions on the wrong assumption. More specifically, she...
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