Selling is a complex and dynamic human interaction. There are a lot of things that can wrong that can cost you a deal. But there are two that tend to dominate the "reason" category for losing deals.
1. Relationships matter
I have met and spent time with Matt Dixon and Brent Adamson from CEB, the authors of The Challenger Sale. They say that their research suggests that challengers, or those who are willing to challenge their prospective clients, major in challenging and minor in relationships, where they had the second highest scores.
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