What About The Deals We Lost

Salespeople spend enormous amounts of time thinking about the deals they won and the deals they lost to competitors. But there is another, potentially much larger category we often ignore: the buyers who didn't buy from anybody. That group should be fascinating to us. If the client didn't choose us but also didn't choose a rival, perhaps our problem wasn't the competition at all. Maybe the real competitor was doing nothing. That changes how we should think about selling. Why do so many sales opportunities end with no decision? The biggest competitor in many sales situations may not be another supplier. It may be the client's decision to do absolutely nothing. I am a big fan of American sales coach Victor Antonio and his Sales Influence Podcast. In one episode, he discussed research suggesting salespeople close around 40% of the deals they pursue. That leaves 60% which don't close. The interesting part was his breakdown of that 60%. Only around 20% of the total opportunities were reportedly lost to competitors. Another 10% stalled because the price frightened the buyer into doing nothing. That still leaves a substantial group who didn't buy from us, didn't buy from the competition and didn't stop purely because of price. So what happened? For salespeople, this is an important distinction. We tend to conduct win-loss reviews based around, "Why did they choose the competitor?" Maybe we need another question: Why did the buyer decide that changing anything wasn't worth the trouble? Do now: When reviewing lost opportunities, separate competitive losses from genuine "no decision" outcomes. They are different sales problems and require different solutions. Is a lost sale really a price problem? Price matters, but price and value are not the same thing. A buyer can afford your solution and still decide the gain isn't sufficiently attractive to justify taking action. Victor Antonio's argument was that some stalled buyers simply didn't see enough value. That makes sense. Value depends entirely on what the client considers important. The gain might involve reducing costs, increasing revenue, accelerating delivery, saving employee time, improving integration with existing systems, reducing risk or making the client's own offer more attractive to its customers. Unfortunately, salespeople often decide for themselves what the client should value. We become enormously excited about our solution's features and benefits. We explain what it can do. We show the data. We provide evidence. Meanwhile, the buyer is quietly thinking, "So what?" The question isn't whether our solution has value. The question is whether the client perceives enough value according to their own criteria to justify changing their current situation. Do now: Ask clients explicitly, "When you assess a solution like this, what would represent significant value for you?" Why do salespeople struggle to discover what clients really value? Many salespeople don't discover value because their questioning is too shallow. They collect information without uncovering what really matters to the buyer. I see this regularly when we teach salespeople from Japanese companies. When we reach the question-design portion of the training, the idea of deliberately constructing questions to uncover needs, motivations and value can be surprisingly new. The traditional approach is often to get quickly into specifications, data and product features. That is basically throwing mud against the wall and hoping something sticks. Professional sales training is still not as deeply established in Japan as it is in some other markets. A lot of development happens through OJT — On-the-Job Training. The danger is obvious: inexperienced salespeople can inherit the habits of other salespeople who were never formally taught consultative selling themselves. Even salespeople who ask questions often miss opportunities to go deeper. The buyer gives them a hint. A flag appears saying DIG HERE. They ignore it and move mechanically to their next prepared question. That is where enormous amounts of useful information disappear. Do now: When a buyer reveals an important issue, temporarily abandon your question list. Probe it with "Why is that important?" and "What impact is that having?" Can implementation effort kill an otherwise attractive sale? Yes. Buyers don't evaluate only the potential gain from a solution; they also evaluate how difficult achieving that gain will be. I have experienced this myself. I teach in the Japan Market Expansion Competition, or JMEC, a non-profit programme where teams of young businesspeople work with companies and develop business plans for them. I have also been a paying JMEC client. In our case, I received the team's finished business plan — and threw it away. Why? Not because the ideas were necessarily bad. The problem was the amount of effort required to implement the recommendations. When I compared that effort with the likely gain, the equation simply didn't work. Our buyers make exactly the same calculation. We may be concentrating on the return: "This will improve productivity." "This will increase sales." "This will strengthen leadership capability." The buyer may be thinking: "Who is going to organise all of this?" That can kill the deal. Do now: Don't sell only the outcome. Ask what implementation will demand from the buyer and look for ways to reduce that burden. Why is internal friction especially important when selling in Japan? A compelling business case can still stall if the buyer faces too much internal coordination, approval work or organisational resistance. Our counterparts are often Human Resources departments, and many HR teams appear overwhelmed by the volume of work they are expected to manage with relatively limited resources. We may arrive with a wonderful new initiative. They may see another project landing on an already crowded desk. Then there is internal decision-making. In Japanese companies, the ringi seido approval process can require multiple related divisions and stakeholders to sign off before a significant change proceeds. Changing suppliers may therefore involve much more than convincing our immediate contact. Procurement may be involved. Finance may need to approve the expenditure. Senior management may want justification. Users may resist changing an established process. Other departments may have competing priorities. Suddenly our attractive offer has acquired considerable organisational friction. If the perceived gain isn't large enough, doing nothing becomes easier. Do now: Map the client's internal approval journey. Find out who must agree, what objections may emerge and how you can make the buyer's internal selling job easier. What should salespeople ask before presenting their solution? Before finalising the proposal, salespeople should identify the friction points that could prevent the client from implementing the recommendation. We normally concentrate on the traditional sequence: features, benefits, application of those benefits and evidence. All important. But there is another question we need to ask: "If you were to implement our solution, are there any likely friction points we should consider so that we can reduce or remove potential issues?" The buyer may not answer fully during the first meeting. Fine. Ask again later. As trust develops, they may explain the political, administrative, financial or operational barriers standing between your proposal and an actual purchase. That knowledge allows us to adjust the recommendation. Perhaps implementation needs to occur in stages. Perhaps HR needs additional support. Perhaps senior management requires a stronger ROI argument. Perhaps another department needs to become involved earlier. That is not simply objection handling. It is designing a solution the organisation can realistically say yes to. Do now: Before submitting your final proposal, ask yourself two questions: "Why would they buy?" and "What could make doing nothing easier than buying?" What can we learn from the deals that never happened? Salespeople naturally celebrate wins and analyse obvious losses, but the deals which simply disappear deserve much more attention. Look back at your stalled opportunities. Was the price genuinely too high? Was the perceived value too low? Did you fail to discover what the buyer really cared about? Was implementation going to require too much effort? Did internal approval friction overwhelm the attractiveness of the solution? These questions move us beyond blaming competitors. The objective is to anticipate rejection possibilities before they arise. We need to understand not only what has to happen on our side to make the sale, but what has to happen inside the client's organisation for the deal to come to fruition. Sometimes the best way to improve your next sales conversation is to study the deals nobody won. Author bio Dr. Greg Story, Ph.D. in Japanese Decision-Making, is President of Dale Carnegie Tokyo Training and Adjunct Professor at Griffith University. He is a two-time winner of the Dale Carnegie One Carnegie Award (2018 and 2021) and recipient of the Griffith University Business School Outstanding Alumnus Award (2012). As a Dale Carnegie Master Trainer, Greg is certified to deliver programmes globally across leadership, communication, sales and presentations, including Leadership Training for Results. He has written several books, including the best-sellers Japan Business Mastery, Japan Sales Mastery and Japan Presentations Mastery, as well as Japan Leadership Mastery and How to Stop Wasting Money on Training. His works have also been translated into Japanese, including Za Eigyō (ザ営業), Purezen no Tatsujin (プレゼンの達人), Torēningu de Okane o Muda ni Suru no wa Yamemashō (トレーニングでお金を無駄にするのはやめましょう), and Gendaiban "Hito o Ugokasu" Rīdā (現代版「人を動かす」リーダー). Greg also publishes daily business insights on LinkedIn, Facebook and Twitter and hosts six weekly podcasts. On YouTube, he produces The Cutting Edge Japan Business Show, Japan Business Mastery and Japan's Top Business Interviews for executives and professionals seeking practical strategies for succeeding in Japan.