Growth Insights for CEOs

Vistage Chairs: The Most Dangerous Sales Answer a CEO Can Accept: “We Lost on Price”
Executive Takeaways
- When a buyer says “too expensive,” research shows price is rarely the real reason, especially as deal size grows.
- Your CRM loss-reason field reflects your sales team’s view of the decision, not the buyer’s.
- “Price” is often a stand-in for unclear value, implementation risk, or low confidence in the outcome.
- A few points of win-rate improvement can unlock real revenue from the pipeline you already have.
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