Conducting win/loss interviews

Understanding why customers choose or reject your product provides crucial insights. Win/loss interviews reveal decision-making factors you might never discover otherwise. These conversations uncover problems that prevent growth and opportunities to differentiate.

When customers choose you, don't just celebrate. Understand why. What problem were they trying to solve? What made your solution stand out? Which features sealed the deal? These insights help you double down on what works and attract similar customers.

Lost deals teach even more valuable lessons. Why did prospects choose competitors? What problems did your product fail to address? Where did the sales process break down? This feedback, though painful, points directly to problems worth solving.

Approach these interviews with genuine curiosity. Don't defend your product or argue with feedback. Thank participants for their honesty. Their insights are gifts that help you build better products. The problems they reveal often represent broader market needs.