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2 resources from Klue we point people to, and the questions each answers.

📄 Article
✓ Link checked Free Beginner

Why we picked it The interviewing craft, not the theory: how to open so people feel safe being blunt, how to use five whys past the polite answer, and why you let the buyer talk ninety percent of the time.

How to Conduct Win-Loss Interviews: Step-By-Step Guide

From Klue 14 min read

  • Follow the 90/10 rule in a win-loss interview: the buyer should be speaking 90 percent of the time.
  • Plan for 30 minutes but block an hour, and prepare 20 to 30 questions knowing you will use 10 to 15.
  • Uses a D.E.P.T.H. structure (details, engaged, personal, trust, high impact) plus five-whys laddering to get past the first answer.
  • 41 percent of win-loss programs are now owned by product marketing (2025 Win-Loss Trend Report).
Open klue.com →
Answers Our CRM says we lose on price. I do not believe it. How do I find the real reason, and what does it say about who we should be selling to? Everyone has an opinion on our new messaging and nobody can settle the argument. How do I test it instead?
📄 Article
✓ Link checked Free Intermediate

Why we picked it An actual interview script, twelve sections deep, designed to get past 'it was too expensive' to the real reason. This is the input your churn dashboard cannot give you.

How to Conduct Customer Churn Interviews: Step-By-Step Guide

From Klue by Adam McQueen 12 min read

  • 75 percent of tech businesses evaluate alternatives before they renew, so a renewal is a fresh decision.
  • Selling to an existing customer converts at 60 to 70 percent against 5 to 20 percent for a new prospect.
  • Five to ten stakeholders typically influence a B2B renewal, so a churn interview needs more than the main contact.
  • Gives a 12-part interview structure, from role and context through to final recommendations, with sample questions for each.
Open klue.com →
Answers How do the best teams learn from churn instead of just reporting it? How do I work out why customers are actually churning instead of guessing? Our churn got noticeably worse this year. How do I run the fix as a leader?
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