Template: Win/Loss Review Questions
Setting the scene
Can you tell me a little bit about your role at [company] and your goals for this evaluation?
Can you walk me through your evaluation process in as much detail as you feel comfortable sharing?
How did you initially hear about [GreatCo.]? Do you remember anything in particular that caused you to investigate further?
What do you feel were the high-level strengths and weaknesses of [GreatCo.]? This could be about our product / our sales execution / our marketing materials. Anything about us that stands out one way or another.
What key pain point/business problem drove the purchase decision?
Did the need for this solution come from your executive team, or was it more a groundswell of user demand?
Did you have a hard requirement to implement a solution by a specific date? If yes, what was it?
When did you hear about [GreatCo.]? At the same time as other vendors or before/after?
Where did you find out most of the information on [GreatCo.]? On our website or social accounts? On review platforms? From current customers?
Which other vendors did you consider and how did you narrow down your list of vendors?
How were we priced relative to other vendors you evaluated?
Did an existing relationship with another vendor influence your decision?
Did you seek the opinion of an independent analyst? If so, who? What did they say about us? Were analysts more favorable to other vendors?
Did you involve consultants to help you with the selection? If so, who? What did they say about us? Were they more favorable to other vendors?
Could you share with me your most important evaluation criteria?
In addition to your role, who else was involved in the selection decision?
Did you include frontline reps in the evaluation?
Who was the ultimate decision-maker?
Which department did the budget come from?
What were your "must-have" features or capabilities?
What features of [GreatCo.] do you consider most important?
What do you feel were the key strengths and weaknesses of [GreatCo.]’s product?
In the case of a loss, what did you like about the product you finally purchased? What do you feel were the key strengths and weaknesses of the product that you purchased?
What concerns or shortfalls around Guru were raised by other people involved in the assessment?
Sales Process and other Info
Did [GreatCo.]’s messaging and positioning resonate with you?
What did / didn’t you like about the [GreatCo.] sales process? What did / didn’t you like about the other vendors' sales process?
Did other vendors raise concerns on [GreatCo.] that you felt were not satisfactory addressed by [GreatCo.] people?
In selecting a vendor, did you require:
Proof of Concept? If so, how did [GreatCo.] do? How did competitors do?
Reference calls? If so, how did [GreatCo.] do? How did competitors do?
Are there future projects or business needs whose requirements were factored into the decision? If so, what are those projects?
Would you feel comfortable in recommending our solutions to others?
In the case of a win, would you be interested in participating in a case study, testimonial, joint press release, or beta test (for a future solution)?
What advice would you give our team for working with you and teams like yours in the future?
Do you have any additional comments or suggestions?
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