It’s one of the most powerful ways to stay competitive and grow your revenue. Yet, surprisingly, almost no one does it.
Here’s the game-changing question I ask Fortune 100 companies, SMBs, and startups:
Why did the customer say no?
Not what your marketing team thinks.
Not what your product team guesses.
And certainly not what your sales rep assumes.
I mean straight from the customer.
This feedback is a goldmine, especially if that customer said yes to a competitor. But here’s the shocking part: 95% of the time, companies don’t know the answer—or rely on assumptions.
Why is this critical?
- Assumptions kill businesses.
- Competitors win when you don’t learn from your losses.
Top-performing teams—whether in sports, the military, or business—study their losses relentlessly. They adapt. They improve. And they come back stronger.
If you want to win more often, you need to do the same.
How to Turn Losses Into Wins
Most prospects are open to giving feedback if you ask the right way. When done well, it can even elevate their respect for your company.
Here’s how to start:
1️⃣ Be genuine.
Make it clear this isn’t about winning back the deal. Respect their decision and ask for honest feedback to improve.
2️⃣ Go deeper.
The first answer is rarely the full story. Dig into how they perceived your entire process, proposal, and value.
3️⃣ Ask the right questions:
- Did they believe you could deliver? Why or why not?
- What value propositions did you miss?
- Were there parts of your messaging that didn’t resonate?
- What doubts did your sales process or proposal create?
- How well did your proposal align with their needs?
- Who else did they consider, and why did they win?
- What could you have done differently to secure their trust?
4️⃣ Use a neutral third party.
Prospects might not give your sales team the full picture. A third party can often extract the most candid, actionable insights.
The Bottom Line
Post-loss interviews are a superpower. They give you the real feedback you need to refine your approach, outsmart competitors, and close more deals.
Are you ready to learn from your losses—and turn them into wins?
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