After doing several rounds of win/loss research, I realized that there is an amazing side benefit that happens almost every time I take on one of these projects. I have found that not all lost customers are REALLY lost. They may be tagged that way in your CRM by your sales team, but sometimes they just weren’t ready to buy yet [...]

I’m often asked, “Will lost prospects really participate?” when talking about conducting win/loss interviews. The answer is a resounding: “Yes!” The key is to offer lost prospects an attractive incentive that will catch their attention and make the interview worth their time. I have found that offering those contacts a choice of either an Amazon gift card or a donation to [...]