Tell me about a deal you lost and what you'd do differently.
Overview
This question is designed to see how you bounce back from failure and if you learn from your mistakes and misfortunes. Certainly, no one expects that you’re going to win over every single prospect. But they will expect you to rally when things fall apart and use these disappointing moments to fine-tune your approach to close future deals.
Answer framework
Here’s some advice for answering this question:
Lead with confidence.
Don’t avoid sharing a story about failure. Nearly every sales professional has lost a deal in their careers. Just dive in with a story that shows you’re an veteran of sales and have a variety of experiences to prove it.
Describe the scenario.
It’s good to be upfront about what happened. Maybe last time you underestimated the competition and they swooped in on you. Or, you thought you knew what your customers long-range plans were and you missed the mark. Perhaps you didn't ask the right discovery questions and fell short in estimating their biggest pain point. Whatever it was, being able to describe the scenario shows employers that you have a clear understanding of what was going on.
Remember, the details on what unfolded matter less than what you learned from the experience. What employers would like to hear is how you improved your craft as a result. That’s the skill you’ll bring to the table in this job.
Sample answers
Last quarter, I was so excited about a feature set we had just launched. We were the first software company to launch this functionality for supply-chain management, and I knew my customers would be so excited. And while many were, one of our biggest clients were surprisingly unmoved by the new offering. I didn't know what to make of it. I was assuming they'd be one of the first to upgrade to the new package. That was my first mistake: assuming. I expected this customer would see the value in our new offering and bump up their investment. That didn't happen. In fact, by not taking the time to lay out the new features in a way that they would resonate with the client, I'd basically left them to figure it out on their own. They opted not to figure it out at all. Instead they decided to stick with the software they already had. It was a big missed opportunity. I learned that in order to maintain a strong long-term relationship with clients and to continue selling to them long-term, you just can't phone it in. You need to pay attention to their business, their goals, their future plans, and then take the time to position your offering in a way that makes sense to them, and in a way that creates a genuine positive impact for their organization. I have made a specific point to do this ever since that happened. Why this answer works well:He shared his story of failure in a matter-of-fact and accountable way. He spelled out what he learned from the experience. He pointed out how he listens closely to the client's goals.He said he plans ahead now and makes sure he offers solutions that will address their specific needs.
Tips
- Be upbeat and strategic as you answer - not apologetic.
- Demonstrate self-awareness and share lessons learned.
- Point to a success that resulted from you not making the same mistake twice.