Nobody likes to lose a sale. You’ve often invested a great deal of time, effort and resources with a potential customer. You feel good about both your offering and its chances for acceptance. Then you get the bad news – she’s bought elsewhere.
You feel somewhat defeated and possibly just a little hurt. You’d prefer to just be done with this customer, but only after you’ve told her what you really think! While these are natural inclinations, to behave in this manner would be totally wrong.