Agencies I have led have made more money from new business pitches we lost than from pitches we won. Sounds illogical, but it’s true. Here’s how to win when you lose.
It begins with a story of love almost lost. I was very keen on a certain young woman. I showered her with huge attention, was captivated by her every murmuring, did everything I could to shine. You know the plot. One day she put her hand on my shoulder: “Chris, I appreciate the attention but you need to know, I have a boyfriend.”
And it was the way I responded to that critical moment of truth that encapsulates the secret to making more money out of losing than winning.