Written by: Vickie Sullivan | June 27, 2023
What Losing a Sale Reveals About Your Branding
When selling to a trusted colleague, there’s nothing more disappointing than when the person turns down your proposal. It is in these moments when you can learn the most about your branding.
This blow is particularly hard because you assumed your relationship with the potential client made this a done deal. The reality, however, is sometimes colleagues put you in a perception “box” that limits your value.
Here are two of the most common boxes you need to get out of:
• Limited expertise: Colleagues with whom you have a long history often put you in this box. They worked with you a long time ago and assume that type of work is all you do. They understand that your work evolved into new areas, but they are less convinced that it’ll work for them. So, they choose someone else who has more expertise in their arena.
• Limited role: This happens a lot to speakers who also consult, coaches who give workshops, etc. Buyers assume a different skill set (which is true), but because they haven’t experienced you in that second scenario, they assume you don’t have the right skills. You are not defined by outcome or big idea but by how you deliver results.
Listen: How to Get Out of the Misperception Box
Losing the deal can be a big blow. If that happens, use the reasons as a reality check. If you don’t, a setback can turn into a freefall. So, listen to the “nos” very carefully. You can learn a lot about how your biggest advocates perceive you and how you need to update your branding.
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