An unfortunate reality of our business is that we don't win all of the projects we propose on. It's rarely fun to dissect our sales process to learn why we lost a project, but it's a great way to sort out--and put to good use--the signals we're receiving from the market.

A client once told me that one consultant's reaction to losing a project was to warn the client that he (the client) was making a big mistake and would regret it. This approach is not likely to earn much respect from clients. Instead, the goal should be to convert today's bad news into future wins.

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