In any RFP decision, the majority of competitors lose. Why? “We lost it on price.” Claiming to have lost on price saves face for a rejected competitor.

For client companies, telling the losing bidders that price was the deciding factor is also the easy way out. They don't risk offending anyone or getting into arguments with service providers about their real reasons for choosing the winning consulting firm.

If price were the real reason for losing, then the reverse should be true. But how often have you heard price cited as the reason for winning a contract? When price is the deciding factor, it is because the buyer worked through the buying hierarchy—solution, people, convenience, reliability, and fit—and perceived no difference among the finalists.

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