Jessica was thrilled. Nearly three-quarters into the meeting with her key prospect's senior team, everything was going smoothly. Engaged faces, smiles, and positive body language filled the room, even the company's CEO seemed onboard. It was a golden opportunity, and Jessica sensed the imminent closure of a significant deal. Timing couldn't have been better; her manager, David, was present to witness her in action.
Completing her formal presentation left Jessica feeling confident and in her element. Wanting to impress her boss before sealing the deal, she suggested, "Let's discuss our graphic design services. Aligning visuals with the content for your upcoming launch is crucial for impactful messaging. Our skilled team ensures a seamless blend of visuals and messaging."
The CEO's expression shifted from interest to caution, altering the room's atmosphere. A collective hesitance followed the CEO's lead, cooling the previously warm ambiance.
Despite Jessica's attempts at recovery, the chemistry she'd diligently built evaporated. When attempting to outline next steps, the CEO deferred, expressing uncertainty and requesting a revisit in a couple of months.
POST-MEETING REFLECTION
"Do you understand why you lost that sale?" The voice beside Jessica in the car was understanding, not accusatory. Contemplating the traffic snarl during rush hour, Jessica shook her head, genuinely puzzled.
"You answered a question that wasn't raised," David explained. "Right as you were formally proposing our collaboration, you introduced an entirely new topic—a subject you hadn't explored with anyone at that table, correct?"
Jessica nodded, admitting the graphic arts topic was never discussed earlier.
"They were ready to commit until you brought in a new issue, something the table hadn't considered. Mentioning the importance of alignment between text and graphics made the CEO realize their existing relationship with a graphic design team should have been part of this dialogue from the start. That's why he pulled back. Today, you breached a cardinal rule, Jessica: in the presentation, stick to the pains and problems you thoroughly discussed—focus on what you know well and can solve. Avoid introducing new variables. Lessons learned, right?"
"Absolutely," Jessica agreed. She gazed ahead at the unmoving traffic, foreseeing a lengthy journey back to the office.
DISSECTING A LOST OPPORTUNITY
Have you ever excelled at uncovering a prospect's problems, building a compelling presentation, and feeling certain about closing the deal—only to derail it with an impromptu disaster? Adding a fresh topic, untouched in prior discussions, can snatch defeat from the jaws of victory. Recognize the glaring reason for the lost sale: violating a crucial
Sandler rule—Never answer an unasked question!
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