Win/loss interview questions

What is a win/loss interview questions template?

A win/loss interview template is a structured guide that helps you uncover why buyers chose your solution or why they didn’t.

By conducting these interviews post-sale, you gain first-hand insight into what’s working in your sales process and what’s falling short.

This template eliminates guesswork and helps you make informed, data-driven decisions to improve win rates, refine your positioning, and boost overall revenue performance.

What’s inside the template?

This template includes a comprehensive list of questions organized across every stage of the buyer journey:

• Awareness: Understand how prospects first identified their problem and discovered your brand.
• Consideration: Learn how buyers compared your solution with others and evaluated key features, content, and pricing.
• Decision: Uncover the key drivers behind the final decision, whether they chose you, a competitor, or opted for no solution at all.

You’ll also find categorized question sets including:

• Buyer persona and role context
• Brand perception and business drivers
• Selection criteria and internal buying committee influences
• Resource usage, solution feedback, and competitive comparisons
• Pricing and sales experience
• Open-ended questions to surface additional insights

How to use the template

1. Choose a format: Conduct win/loss interviews via phone, video call, or even structured surveys.
2. Select relevant questions: Customize the question set based on the buyer’s journey and your objectives.
3. Create a safe space: Make it clear that the goal is honest feedback, not a sales pitch.
4. Listen actively and document responses: These insights will shape your sales strategy, content creation, product roadmap, and more.
5. Analyze trends: Look for patterns across multiple interviews to identify recurring strengths and opportunities for improvement.

Download your win/loss interview questions template

Win/loss interview questions

Win/loss interview questions In their simplest form, win/loss interviews help you find out why a sales opportunity converted into a customer or chose a competitor over you, or perhaps chose no one at all. They take the guesswork out of the equation and enable you to understand what is and isn’t…

Google Docs