Problem: The deal was consummated and Troy had finally displaced his number one competitor at an important account. Having received a promise that the initial order would be sent the following week, he departed, congratulating himself on his good fortune and ability to land the tough ones. Then, several days later, he received a voice mail message from his new account. From the tone of his contact’s voice, he immediately knew something was wrong. Apologetically, the client told Troy that when the competitor found out that they had lost the business, they reacted with decisiveness and lowered the price significantly. The result was predictable. The initial order was cancelled and the incumbent retained the business. Having been blindsided, Troy was at a loss for what to do. His company was unwilling to match the new price and he “lost” the deal. To add insult to injury, his contact was too embarrassed to return his phone calls.