Clozd

The actual interview guide, plus the one habit that decides whether your answers are worth anything: ask what was your interaction with the sales team like, never what did the sales team do poorly. Leading questions give you the answer you already had.

Win-Loss 101: What to ask buyers in your win-loss interviews

From Clozd by Nate Bagley 10 min read

• Ask what your interaction with the sales team was like, not what the sales team did poorly, so you do not plant the answer.
• Open wide, then narrow, and never spend a question on anything you could read on LinkedIn.
• Keep it to 30 minutes, a 20 page guide for a half hour call is overkill.
• Lead with the topic you actually came for rather than working through a fixed script.

The interview itself is where win loss either works or produces polite nonsense. This walks through how to open, which questions surface the real reason, and why the person who ran the deal should not be the one asking.

How to Conduct an Effective Win Loss Interview

On Clozd by Clozd win loss research team 35 min

The answer tells you to cut the number four ways before forming a theory. This is a team that does win loss analysis for a living showing how they slice it and, more useful, how they ask buyers why they really said no.

How To Improve Win Rates Using Win-Loss Analysis

On Clozd 33 min

From a firm that does nothing but win/loss. It lays out the four steps end to end: mine the CRM data you already have, go get direct buyer feedback, isolate the real decision drivers, then push the findings into sales, product and marketing so they change something.

The Ultimate Guide to Win-Loss Analysis

From Clozd 30 min read

• Roughly 85 percent of loss reasons in your CRM are wrong, buyer and seller reasons agree only about 15 percent of the time.
• Use three channels by depth: 30 minute live interviews for high value deals, AI interviews for reach, surveys for scale.
• 63 percent of companies running win loss programs raised win rates, and 84 percent of programs older than two years sustained the gain.
• On a 10M dollar quarterly pipeline, two points of win rate is 1M dollars a quarter.