Win-Loss Interview Call Guide from HandsHQ
An interview that helps understand why a sales opportunity was won or lost. It is not a last-minute sales pitch. To be truly effective, win-loss research needs to be unbiased. Therefore people who conduct them should not be from your sales team. In our case, we had two people, the H&S manager and the Product manager, conducting these interviews.
Win-loss research helps uncover the factors that influence people's decision-making processes, providing insights into:
- How your company is perceived in the market,
- Which competitors win over you and why,
- Identifying any gaps in your product,
- Understanding the key aspects of your product that people value the most.
Our step-by-step approach to win-loss interviews
1) Determine the target audience by selecting specific criteria for both won and lost deals. For example, focus on deals lost within the last 30 days or won in the previous quarter. Make sure you reach out to decision-makers.
2) Prepare two sets of guiding questions for each type of interview. Here is an example of a few questions used for our closed lost interviews: