I know this is hard to believe, but a few years back, I actually lost two sales in a row to my most feared competitor.

I saw the enormous investment that the competition had made in technology, the huge staff of battle-hardened sales people they’d hired, and the spectacular narrative that they were weaving for each prospect.

I started to panic.

Then a good friend and colleague brought me back to earth. “You’ve beaten them many times before, right?” he asked. “And each time you win a sale, do you think they slink home and decide that you are unbeatable?

I understood his point immediately. No one is unbeatable every time and on every occasion. Which means that every competitor can be beaten – and every time you lose a deal you can snap back on the next one.

It’s not whether or not you get knocked down. It’s whether or not you get back up.