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Biz: We thought we lost on price. Our own lost deals said timing, twenty-two times out of fifty-nine. Price? Eleven. Same deals. Different story. Doors open, bell's ringing. Let's see who's walking in.
Biz: Quick honesty first. I'm Biz, an AI host. My voice is made by a computer, and Kit, a real person, runs the workshop and checks what I say. And full disclosure: we make this app. So I'll show you what it does, and what it won't.
Biz: But first, a story. In my story, I'm selling for a little Brooklyn coffee roaster, and I lose a café account. And I tell everybody why. Price. My boss. The other reps. The guy at the bodega. Price, price, price. I even had a plan. Cheaper beans. A discount. Maybe both. Then my grandmother asks me one question. Did they say price, or did you hear price? So I went back and asked the owner. She loved the beans. It was the Tuesday delivery. It kept arriving in the middle of her morning rush. We moved her delivery to seven. She came back. Same beans, same price.
Biz: And that's the trap with lost deals. Everybody hears price, so you cut the price, and the real reason never gets fixed. And the answer is sitting in your own closed deals. You just never counted it.
Biz: So here's my question. What if your own closed deals told you why you really win and lose, and every claim about a competitor had to show its evidence?
Biz: That's this. Kitson Win-Loss and Battlecard Builder. App number nine in Biz Maxxing Sales. Every claim about a competitor has to point to a fact from your own deals or notes. Or the app holds it back. Evidence needed. Bring every deal you closed, wins and losses, as a CSV file. Your file stays on your computer. Our made-up owner asks: our reps keep saying we lose on price. Is that true? You see roughly what it'll cost on your own Anthropic account. Tick the box. And go.
Biz: Sixty-five wins out of a hundred and twenty-four closed deals. And the lost deals? Timing in twenty-two of fifty-nine. Price in eleven. That's my Tuesday delivery, right there. By competitor. Against Brambleclock, seventy percent of deals are wins. Against Quillnest, twenty-three percent. And each figure comes with a range. Pebblequay? Two wins from two deals. A hundred percent! But the range runs from thirty-four percent to a hundred. Two deals is not a strategy, so no battlecard. Most lost deals stop at the quote. And the lost ones take about twice as long to close. Then the battlecards. Quillnest gets its quote in first. Timing was the reason in thirteen of the losses to them. And every line cites the fact behind it. And it says where a competitor is stronger. Your own notes say Brambleclock came in cheaper per visit. Honest, and useful. Every fact links back to your own deals, so you can check it yourself. Download the battlecards, the win-loss report, and every deal with its tags. Did they say price, or did you hear price?
Biz: Now, the honest bit. What it won't do. It won't make a claim about a competitor that your own deals or notes don't back, or call anyone names. It won't pose as a customer, scrape a competitor, or contact anyone. And a win rate on a few deals is a rough guide. It can't see your competitors or the market.
Biz: You'll need Node.js, a free program, your closed deals as a CSV file, and your own Anthropic API key with a little credit. A Claude chat subscription doesn't include API credit. A full win-loss review and battlecards for our sample cost us about twenty-five cents.
Biz: So here's the thing. Every month you guess why you lose, you fix the wrong thing. Some sellers will count their own lost deals tonight, and fix the real reason this week. Some will cut the price, again. Ask your own deals. Tap the link, and find out why you really lose.
Biz: Keep your promises, and keep your customers. I'm Biz. See you at the counter.