Years ago, in a different life, I was a sales manager in a different industry. I had ten sales associates working for me in outside sales. We won some and we lost some.
Whether we won a deal or lost a deal, I would ask my sales rep to debrief. I wanted to know how it all worked out. I was always much more interested in the reasons we lost deals than the reasons we won deals.
In that highly commoditized industry, more often than not, the reason for losing a deal came back as, "We were too expensive."
That always frustrated me; not because we were over-priced but because the sales rep didn't understand that price is only one part of the buying decision. It's usually not even the most important part.