Lost Deal Autopsy
A log and pattern summary for lost deals, a buyer-confirmed reason beside the salesperson's view, and an interview guide for the call that tells you the truth.
Excel templateExcel (.xlsx)OngoingFounders and teams
What is inside
- A lost-deal log with outcome type, stage lost, competitor, decision maker, objections and blockers.
- Two reasons side by side: what the salesperson believes, and what the buyer confirms, with the gap flagged.
- A pattern summary by reason, outcome, stage and competitor, with the value lost.
- A buyer interview guide with an opening, twelve questions and rules for the call.
- A recovery column to record permission to revisit.
Who it is for
Sales leaders who want to understand why deals are lost, from the buyer rather than from the salesperson.
How to use it
- Open it and fill in the yellow cells with real, current examples.
- Read what it flags, and pick the one or two things that matter most.
- Share it with the people who need to act, and revisit in a month.
Why we made it
Because the reason salespeople give for a loss and the reason buyers give are often different.
What it will not do
It organises what you learn. The learning only comes from honest buyer conversations, so make the calls.
Keep going
Use it with.
- PDF guideFree
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