Email From a Lost Customer

We hope you have never gotten an email like this!

TO: joesalesperson@almostanycompany.com
FROM: richclient@lostopportunities.com

Hi Joe,

Since we are old friends, I want to explain why I think your company lost our business. Joe, please do not feel that it was due to any lack of representation of the grandeur of your company or your proposal. Certainly, it was not because you did not present yourself as a professional, or that you did not present your solution as the top of its class, or that you did not know your solution inside out. Joe, you are, of course, a top-notch salesperson. I had wanted to buy from you from the very beginning.

Unfortunately, Mr. Topranking, Executive CEO, was uncannily impressed by Connie Competitor and her expertise in their Everything Line. Honestly, I am surprised she won our business. Ms. Competitor’s presentation was of a completely different nature from yours. In fact, she did not present at all. Instead, she asked a bunch of questions, and then she just sat back like a bump on a log and listened to the answers. Moreover, she was obviously not as prepared as you. She had to get back to us a couple of times to supply Mr. Topranking with additional information.

Really, Joe, it was not your fault. It was just that the more Ms. Competitor listened and the more Mr. Topranking talked, it became apparent to everyone that what we really needed was not what you were selling us at all. In fact, we were not even aware until yesterday that your company could do anything similar.

Anyway, I just wanted to express my condolences and assure you that you did a fine job, you gave a great presentation! Hopefully, we will be able to buy from you again when this contract expires in three years.

Respectfully,
Rich Client