We often want to know why the prospects who didn’t buy from us made that decision? But the flaw in that question lies in its answer. If they say it was price, we think we need to lower our prices. But the truth is, we don’t know what would have made them buy from us — unless we ask. Maybe it wasn’t a lower price, but better features for the money or more convenience — in other words, a better value, as the prospect sees value. Asking this one question — what would have made you a customer — can turn the loss of a sale into a really valuable lesson.