Yesterday, Dennis and I were reviewing Lost Deal comments for a client when we came across one that began, “In the end, when all was said and done…”

You really don’t have to read any further.  You can easily recognize, from just the first few words, that this was going to be a fairy tale.  A story.  One salesperson’s editorial.  A whole lot of words that will not be particularly useful for you or the analysis.  Webster’s Dictionary defines a fairy tale as “a false story meant to trick people.”

When it comes to analyzing lost deals, we should be far more interested in watching a police show, like Dragnet, where you are more likely to hear, “Just the facts, Ma’am.”