Free Tool · Market & Customer Intelligence

Win/Loss Interview & Purchase Decision Research Kit

Your lost deals know why you lose. Interview them properly.

CRM loss reasons are written by the person who lost the deal. Interview the buyer instead — won, lost and no-decision — with protocols that surface what actually decided it, then code the themes.

For: Sales / Marketing Lead·Free — no sign-up for results·Related service: Customer Decision Journey Intelligence
Won deals
  • 1.What was the deciding factor in the final week — the thing that made you sign?
  • 2.Which competitor came closest, and what did they do well?
  • 3.What did we do that you wish everyone did?
  • 4.What almost made this go the other way?
Lost deals
  • 1.When did you first sense it wouldn't be us — and what caused it?
  • 2.What did the winner offer that we couldn't or didn't?
  • 3.Was price the reason, or the excuse?
  • 4.What would have had to be true for us to win?
No-decision deals
  • 1.What made 'do nothing' the safest choice?
  • 2.What was the initiative this lost budget to?
  • 3.Who was championing change internally, and what happened to them?
  • 4.What would reopen this — and when?

Coding table — tally the real reason for each closed deal

Price / value gap
0
Missing capability
0
Relationship strength
0
Timing / budget
0
Risk & trust
0
Delivery confidence
0
Rules that keep this honest: interview within 30 days of the decision; the interviewer must not be the rep who owned the deal; 15–20 interviews per quarter beats an annual deep-dive.
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How it works

Three protocols: won deals (what made you sign?), lost deals (when did you sense it wouldn't be us?), and no-decision (what made doing nothing safest?).

Rules: interview within 30 days, never by the deal owner, 15–20 interviews per quarter.

Tally themes in the coding table. Price is the stated reason in most losses and the real reason in a minority — the tally exposes the difference.

Worked example

A B2B firm tallies 18 losses: 11 coded 'delivery confidence', 4 'price', 3 'timing'. The discounting programme they were about to launch would have answered the wrong question. They fix proof of delivery instead.

Illustrative figures, not a client outcome.

Questions, answered

Won't buyers just be polite?

Less than your sales team fears. A neutral interviewer asking about the decision process — not defending your product — gets candid answers, especially from losses.

What do we do with no-decision deals?

Study them hardest. They reveal what your offer competes with: usually inertia and a louder internal priority, not a competitor.

Version 1.0 · Reviewed 2026-10 · Methodology is fixed and version-controlled; results depend on your inputs.

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Your lost deals know why you lose. Let us ask them properly.

BLEZZINGS runs this analysis inside a focused engagement — with your data, your market and a plan to act on it.