When a rep pursues a sales opportunity there are four possible outcomes:
- They can win and win quickly
- Win but the opportunity takes a while to close
- Lose quickly
- Lose slowly, after investing considerable effort, energy and time
Surely everyone would agree that those opportunities that stay in the funnel for months if not years only to have the customer say the heartbreaking words "we went with someone else" or "we've decided to hold off for now" are extremely painful - losing deals slowly is the worst possible outcome.