15 Win-Loss Analysis Questions to Reinforce Your Sales Process

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Conducting proper win-loss analyses is hands down the most cost-effective way to generate essential insights required to grow your business.

Understanding why one prospect became a customer while another went elsewhere will be key if you expect to make your sales process stronger for future bids.

In this guide, you’ll learn:

Let’s start reinforcing your sales process!

What is Win Loss Analysis?

Win Loss Analysis is a research technique that involves examining the reasons why a company has won or lost business opportunities. It typically involves gathering information from the customers who chose to do business with the company and those who chose not to. The purpose of the analysis is to gain insights into the company’s strengths and weaknesses, as well as to identify opportunities for improvement.

In a Win Loss Analysis, a company can ask questions such as:

  • What factors influenced the customer’s decision to choose or not choose our company?
  • What were the customer’s perceptions of our company’s strengths and weaknesses?
  • What did the customer think of our competitors?
  • How could we improve our products or services?

By conducting a Win Loss Analysis, companies can gain a better understanding of their customers’ needs and preferences, and use this information to improve their offerings and increase their competitiveness in the marketplace.

15 Questions to Ask Buyers in a Win-Loss Analysis

Simply put, a win-loss analysis is the process of contacting clients after the conclusion of sales activities.

The main goal here is to find out what your company did right or wrong as well as how you can improve your standing in relation to the competition.

The analysis is best conducted within 3 months of concluding sales activities by way of telephone or in-person interviews. However, using online surveys and questionnaires helps make things easier and more streamlined. But no matter which method you use, you’ll need to have some essential questions handy.

1: What is your decision-making process like?

The sales process can get very complex, especially if you’re dealing with enterprise-sized companies.

2: What key factor influenced your final decision?

This question will surface most of the high-level reasons why you’re either winning or losing.

3: What was your experience with our team?

The human element remains a huge part of the buying process. So naturally, it would make sense that the people involved have something to contribute towards the customer’s final decision.

4: How would you rate our product/service?

5: How would you describe our sales process timing?

6: Why did/didn't you decide to buy now?

7: What's our reputation in the industry?

8: What was the biggest difference between us and other considered solutions?

9: What's the one thing you'd advise us to change?

10: Any additional comments or suggestions?

11. What were the main reasons for choosing our product/service over competitors?

12. How did you hear about our product/service?

13. What features or aspects of our product/service did you find most valuable?

14. What areas of our product/service could be improved?

15. What would have made you more likely to choose our product/service?

5 Rules of Successful Post Decision Interviews

a) Conduct Win Loss Analysis Within 3 Months of Decision

b) Conduct Interview in a Non-Sales Environment

c) Outsource to an Unbiased Third Party if Unable to Create Non-Sales Environment

d) Understand that Perception is Reality

e) Use a Structured and Metric Based Template

Wrapping Up the Win-Loss Analysis

Once your post-sales win-loss analysis is done, make sure to thank the prospect and give them a way to contact you if there’s anything more they may want to add. With the answers to the questions above, companies can get a vivid image of how things stand.