Win-Loss Review Interview Guide
Learn why deals are won or lost.
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Create a guide for win-loss interviews. Our product and typical buyers: [PRODUCT_AND_BUYERS]. A set of recent deals (won and lost) and what we know: [DEAL_LIST]. Who will conduct interviews (someone not on the deal): [INTERVIEWER].
Provide:
1. Interview invitation messages (for a lost and a won deal), 70 to 100 words, that are honest about the purpose, short, optional, and clear that there is no sales pitch.
2. A 25-minute question guide with 14 questions: how the problem arose, who was involved, alternatives considered, evaluation criteria and their weight, what stood out about us and competitors, moments that increased or reduced confidence, price perception, the process (speed, clarity, people), what almost changed the decision, and what advice they have.
3. Neutral probes ("Can you give an example?") and rules (listen, don't defend, don't argue, don't ask leading questions).
4. A recording or notes template and a consent statement [VERIFY recording rules].
5. An analysis method: code reasons into themes (product, price, trust, timing, process, competitor strengths), count by theme, and separate what buyers said from what we assume.
6. A quarterly report format with three decisions it should drive.
Avoid drawing conclusions from fewer than ten interviews without labeling them as anecdotes.
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