In sales there will always be wins...and losses. To be on top of your game, retrace and review what happened and adjust. For example; when you revealed price and the buyer said your price was higher than expected or over their budget, those were cues that they don't see the value of your product or service. So, focus on building value first for next time.
Follow the simple steps outlined by the writer to help you look beyond the emotion, and validate the reason given (price, feature, etc.) to learn about your sales approach.
Changing your approach and engagement with a prospect will improve your success and help you reach your goals.