There’s no such thing as losing a bid. I have an almost visceral response when someone calls me and says they “lost” a job they bid on. Usually, I reply with something snarky like, “Really? Did you win it first? Did the client sign the deal, write the check, and then snatch it away from you?” Of course not. You didn’t lose the job. You just didn’t win it. But you still have an opportunity! Here’s what I mean:

Don’t you hate it when customers ask questions you can’t seem to answer? You drew up a stellar proposal only to face complaints from the client about the cost, price-breakdown, or what they think is a mistake. Sometimes these situations seem insurmountable. But they’re not. In fact, they may be simpler than you think. As I work with salespeople to help them navigate objections, I find most objections are “single-level” objections — an objection you can diffuse with as little as one word or one simple explanation. These objections are often the buyer’s way of processing information, and the worst thing we can do is overreact to a single-level objection. You don’t have to change your price or the way your company operates. Instead, just give the objection the brief response it requires. Here’s how:

If you do what you've always done, you will get what you've always got. At the end of every year I receive dozens of requests for sales training or some sort of sales team intervention. "Tom, I love your blogs and webinars – do you ever do anything on Sales?" Yikes! Um, yes I think I may have something on that... For all the sales managers and owners out there who want to conduct their own end of the year sales retreat, here is your required reading.

Slow down. Our goal is to close the deal. No reason we have to do it today. Before you hop on that important call with a key prospect, pause. Read these five reminders.

The one piece of sales advice I always (give because it has always worked for me is): "If the customer wants to hire you, they will haggle. Go ahead and quote the higher price." Fear is an emotion. But that's not our biggest mistake when it comes to emotional pricing.

Single level objections are the most common and therefore the first thing we need to learn how to handle as sales professionals. The skill we need to develop to better handle objections is called, “Being in the moment.” Teach your team how to spot these situations.