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7 Ways to Help You Determine Why You Lost the Sale By Richard Schroder

Tip #7: Consider having someone else conduct your win/loss debriefs.

Once you have a debrief guide, you could have someone else within your company conduct the meeting (such as an inside wholesaler or cold caller). You could also find someone outside of your company to do this work for you. If you are running a sales team, consider hiring an outside third party to conduct win/loss analysis interviews on behalf of your entire sales team.

7 Ways to Help You Determine Why You Lost the Sale By Richard Schroder

Tip #6: Probe for specifics.

Ask questions such as "How do you mean?" or "Could you say more?" Other great ways of getting candid feedback include asking, "How can I improve on this?" "How can I make it better?" or "Can I get your advice?"

7 Ways to Help You Determine Why You Lost the Sale By Richard Schroder

Tip #5: Take notes.

Tell the prospect you'll be taking notes. This will make them feel important and make them feel compelled to talk more. Your average debrief should last 10-15 minutes.

7 Ways to Help You Determine Why You Lost the Sale By Richard Schroder

Tip #4: Take responsibility.

Make sure you really want candid feedback; prospects will be able to tell if you don't. Don't get defensive or angry, don't debate with the prospect, and don't try to resell the prospect.

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7 Ways to Help You Determine Why You Lost the Sale By Richard Schroder

Tip #3: Use a debrief guide.

Using a win/loss questionnaire maximizes feedback and keeps the conversation focused. As a result, research has shown that salespeople who use a debrief questionnaire have a 15% higher close rate than those who do not.

7 Ways to Help You Determine Why You Lost the Sale By Richard Schroder

Tip #2: Schedule a separate win/loss debrief call.

Do not debrief on the same call as when you hear about a loss. When you hear about a loss, prospects have one goal in mind: to get you off the phone as quickly as possible. Therefore, getting good feedback is always challenging. Instead, schedule a separate debrief call after you have accepted the loss, and let the prospect know you will not try to change their decision.

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7 Ways to Help You Determine Why You Lost the Sale By Richard Schroder

Tip #1: Give early notification that you will conduct a win/loss debrief (regardless of the outcome of the sale).

In order to make the prospect comfortable and illicit honest and, more important, actionable feedback, tell the prospect early in the sales process that regardless of the outcome, you will be conducting a post-decision debrief call at the end of the process.

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