Article · 10 min read

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

Nate Bagley · Clozd Free Intermediate

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.

  • 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.
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The question it answers

  1. How do I run win/loss properly, so that losing a deal actually teaches us something?

Read with it

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  3. The single most common thing win/loss uncovers: you did not lose on product or price, you lost to the safe choice, higher up... Kellblog Article · 12 min read What To Do If You're Winning the Product Evaluation But Losing the Deal Dave Kellogg
  4. Video · 35 min How to Conduct an Effective Win Loss Interview Clozd win loss research team
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