The Sale We Almost Lost — and the Lesson That Changed My Approach

Jul 22
2 min read

As salespeople, we pride ourselves on understanding our customers. Experience teaches us patterns — but sometimes, those same patterns can blind us.

A few years ago, one of the country's leading construction companies reached out to us. They wanted a wide-format colour multifunctional printer for their civil engineering division.

Our sales manager, confident from years of similar deals, quickly sent a quotation. Everything looked straightforward — a clear need and a perfect product match.

A week later, we were invited to the final negotiation. We walked in prepared — pricing strategy set, walk-away point decided.

But something in me said, “Let’s double-check.”

So, after the initial pleasantries, I began asking a few questions to validate their requirement.

“How important is colour to your communication of the drawings?” “It’s not critical… just nice to have.”

“Between speed and colour, what matters more?” “Speed.”

“If you could reduce your cost per print by going for black and white, would that help?” “Absolutely.”

I looked at my colleague — he was surprised and slightly embarrassed. We had almost walked into the wrong deal.

In the next half hour, we finalised a black-and-white wide-format multifunctional system — faster, more economical, and perfectly aligned to their real needs.

As we walked out with the purchase order, I asked him,

“What would have happened if we had sold them the colour system?”

He smiled, “They’d have been unhappy — because we’d have sold what we thought they needed, not what they actually needed.”

That day, I learned a timeless sales truth: Never assume you know the customer. Ask. Listen. Validate.

Key Takeaways for Sales Professionals