Sales Stories From the Field

Closed-Lost Deal Example (Round Table Style)

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A round table style podcast developed from a closed-lost report.

In this episode of Sales Stories from the Field we dive into a closed-lost deal and explore the valuable lessons hidden behind the loss. Your host Ian is joined by Liam, the account executive who managed the deal, and Jessica, his manager, to break down what went wrong, and more importantly, what they learned from the experience. 

Liam shares the story of pitching a $50,000 cloud storage solution to Tech Innovators, only to lose out to a competitor offering better cybersecurity features at a slightly lower price. Jessica offers her insights from a management perspective, discussing how they could have better understood the client’s priorities and adapted their strategy earlier in the process. 

The discussion is packed with practical, actionable advice on handling objections, the importance of thorough discovery, and the value of building relationships—even when a deal doesn’t go your way. Plus, Liam and Jessica share their plans for refining their product offering, adjusting pricing strategies, and improving cross-departmental collaboration to ensure future wins. 

Whether you're a seasoned sales professional or just looking to level up your approach, this episode offers a wealth of insights on turning setbacks into stepping stones. Tune in and learn how to adapt, pivot, and come out stronger after a loss! 

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