3 Questions Sales Teams Should Ask After Losing (or Winning) a Deal

When salespeople lose a deal, most prefer to move on rather than linger over the specifics of the loss. Similarly, when they win a deal, most are quick to celebrate. But very few take the time to assess why they won the business. In the authors’ experience leading and coaching sales teams, they see evidence that a brief, well-pointed sales retrospective, where you unpack the reasons behind a win or a loss, can significantly improve a team’s future win rate. Beyond the obvious benefits for the sales team — for whom the process can help identify the best messaging and behaviors to use going forward — unpacking wins and losses also provides valuable insights for product, marketing, and finance teams. Teams should ask three questions: 1) How would the customer articulate the value of their choice? 2) Who was the most influential voice in and out of the room? 3) Beyond price, what were the key deciding factors in the client’s decision?