According to CSO Insights’ 2015 Sales Performance Optimization survey, 21–26 percent of business that gets sent out for bids ends up with the status quo, no change. (CSO Insights, 2015, p. 7)

So, one in four deals that populate pipelines will simply drop off as a loss. Think of the time and energy that you invest pursuing a deal; an investment you can’t get back. Many salespeople find this 21–26 percent range shocking. Shockingly low, that is. How often does this happen to you?

Consider the typical chain of events triggered by a request for proposal (RFP) in your own organization. The excitement is amplified when the RFP is large and from a well-known buyer. The salesperson broadcasts the opportunity through conversations, ...

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