Free Win-Loss Interview Survey template
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
Decision playbook: Why are we losing sales, and what would win them back?
The Decision Report will tell you: Why deals were won or lost, which competitor won them, and what would have changed the outcome.
What would change the decision: Lost deals that come down to price alone, or to a gap the product can't close soon.
Starting from here saves the decision with your survey, and the report's verdict answers it.
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
This is a picture of every question as a respondent would see it, so nothing on it can be clicked or typed into. Use this template to get your own editable copy.
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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?
| Very poor | Poor | Average | Good | Very 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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