Our CRM says we lose on price. I do not believe it. How do I find the real reason, and what does it say about who we should be selling to?
Price is what a buyer says when they do not want to explain the real reason, and reps write it down because it is not their fault. The fix is unglamorous: talk to fifteen or twenty buyers a quarter, wins and losses and the ones who went dark, and have someone who was not on the deal run the conversation so people can be honest. Ask what else they looked at, who else was involved in the decision, and what happened in the two weeks before they decided. Do this for a quarter and you will usually find the losses cluster in one kind of account, which is the most useful ICP data you will ever get, because it tells you who to stop selling to.
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The interviewing craft, not the theory: how to open so people feel safe being blunt, how to use five whys past the polite answer, and why you let the buyer talk ninety percent of the time.
Answers the operational questions that stop most teams from starting: how many interviews before the patterns are real, who should run them, and why the rep who worked the deal must never run it.
Kapil built one of India's few listed SaaS companies, so when he takes apart the myths (Indians will not pay for software, they demand endless customisation, they want enterprise support at SMB prices) he is arguing from a P&L. Essential if you are deciding whether India is a real market for you.
