STEP 04 · Evaluate
Win/loss analysis with the buyer, not the sales team
Ask the seller why you lost and you get a story. Ask the buyer and you get the reason.
Where this sits on the journey
See the full journeySTEP 01
Know your customer
3 products
STEP 02
Prepare the sales team
3 products
STEP 03
Open doors and build connection
3 products
STEP 04
Evaluate
2 products
What this is
We interview the people who chose you and the people who did not, then feed what they say straight back into the positioning.
Internal win/loss reviews are honest and still wrong. The seller tells you it came down to price, because that is what the buyer said to end the conversation politely. Asked directly, months later, by someone with nothing to sell them, buyers say something else entirely, and it is usually fixable. We run those conversations, tell you what was actually said, and rewrite the positioning around it rather than filing a report.
Only the crew knows why the boat was slow. You have to ask them.
What you get.
01
Buyer interviews
Won, lost and churned, run by us, so people say the thing they would not say to their account manager.
02
Patterns, not anecdotes
What recurs across deals, separated from the one loud story everyone repeats internally.
03
Changes, not a report
The findings written back into the personas, positioning and toolkits your team is already using.
How it runs
What changes
You stop losing the same deal repeatedly for a reason nobody inside the building had named.
In practice: The small fish problemLet's talk about the deal you are trying to win.
Bring us one live deal and we will look at it together. No pitch, no obligation.
Get in touchThe rest of the programme