That's sales! ahah!

I can't count the amount of times I have thought someone was a perfect fit to move forward to learn they are just tire kickers... and some that seemed to be a long shot that closed.

If it is not happening frequently then you can stack it up as a anomaly - however that never feels satisfying.

What you need to do is look at your sales pipeline and try to understand where things went wrong.

Now the best way to find this out is simply ask that lead...

Noone really likes to do this, but it works. If you know they have decided to go a different direction then reach out to them with a follow up email to wish them all the best, let them know that if anything changes you will still be there and most importantly use it as an opportunity to ask them why they decided not to move forward with you. Ask what you as a business can do in the future to remedy it!

Now if they have fallen off a cliff and you can not get a response you will have to look at your sales pipeline and try to identify similarities between these lost deals that you can improve. This is why it is super important to leverage a CRM.