Win-Loss Interview Survey
Why deals were won or lost – from the buyer, after the pressure is off.
4 questions · 1 page · about 2 minutes to answer · fully editable after you start
Sales teams explain losses with price and wins with skill; buyers know better on both counts. This win-loss survey goes to decision-makers after the deal closes either way, when candour is cheap: what drove the decision, how the alternatives compared, where your sales process helped or hurt, and what nearly changed the outcome.
Run it on every meaningful deal, won and lost equally – win reasons decay into myths fastest of all, and the nearly-lost warnings inside won deals are the cheapest coaching sales will ever get.
Template preview
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Page 1
About your decision
Thank you for considering us. This survey asks what drove your decision and how our sales process felt, so we can get better at helping buyers. It takes about 2 minutes.
Q1.What most drove your final decision?*
- Product capability fit
- Price and commercial terms
- Confidence in the team/support
- Integration or technical fit
- Timing and urgency
- Other…
Q2.How did our sales process feel?
| Poor | OK | Good | Not applicable | |
|---|---|---|---|---|
| Understanding your needs | ||||
| Honesty about limitations | ||||
| Responsiveness | ||||
| Pressure level (reverse-scored!) |
Q3.What nearly changed the outcome - either direction?*
Q4.What should we change for the next buyer like you?
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