Written by: Vickie Sullivan | March 29, 2022
Why the Buyer Didn’t Choose You
Have you ever wondered why someone else got the client instead of you? And you find out later that their approach and expertise are so far below your it’s almost embarrassing? Here are two possible reasons why a buyer would choose someone inferior to you:
• The other provider has stronger advocates. After initial vetting, all the contenders look similar. Buyers assume any of them can do the job. Which is why so many final decisions come down to a political calculation. What the buyer thinks: “Well, Billy Bob pushed hard for these folks, so they must be good.” (And if this project heads south, it’s his head on a pike, not mine.)
Listen: Two Types of Advocates
• The other provider is more prominent. Buyers see prominent thought leaders as safe to hire. What the buyer thinks: “These folks are a safe bet because everyone knows they are good. And if this doesn’t work out, the blame will be widely shared because after all, everyone assumed they could do this project.”
Notice what those stories have in common: Buyers go for the low-risk option in case the project doesn’t work out.
These dynamics show why the best person doesn’t always get the client. So, take a broader view next time you lose out to a lesser option.
Now Read This: