Win-Loss Survey Template
Use these win-loss survey questions to ask buyers what shaped a completed sales decision. Separate wins, losses, and postponed purchases, then explore the factors that mattered most.
The outcome in a sales record tells you what happened. A buyer's explanation can help you understand the trade-offs behind it. Ask about the actual decision without turning the follow-up into another sales pitch.
When to use this win-loss survey
Sales and product teams can use this questionnaire after a buyer chooses a provider or decides not to proceed. It collects the buyer's account of one opportunity. SurveyLegend helps organize that feedback for a review of positioning, sales communication, or product fit.
If you are exploring problems before a sales decision, start with customer needs .
7 questions for your win-loss survey
Use these seven questions as a starting point. Every field is optional. Choose one answer where choices are listed and leave irrelevant text fields blank.
Respondent introduction:
Think about your recent decision involving the offering named above. Share only information you are comfortable discussing. This is a feedback request, not a request to reconsider the decision.
A little feedback. A clearer picture.
Explore this 7-question example at your own pace. Every question is optional.
Win-Loss Survey
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How to customize your win-loss survey
Use a consistent invitation window after the decision. Include customers who bought as well as those who did not, and keep an unanswered invitation separate from a negative response. If an independent interviewer follows up, use the same neutral questions and make the feedback purpose clear.
Before sharing, try the questionnaire with a few intended respondents and clarify anything they interpret differently.
SurveyLegend's guide to open-ended questions can help you invite buyers to explain concerns in their own words during follow-up.
Printable win-loss survey template
Use this printable win-loss survey template during a neutral follow-up interview about a completed buying decision. It gives people who prefer paper or are less comfortable online another way to respond. Include the same context, questions, and answer choices as the online version. Tell respondents where to return it and who will review it. Paper answers need separate review or manual entry; they are not automatically added to online responses.
Download Win-Loss Survey Template (PDF) AI prompt for your win-loss survey
Learn which buying concerns your team should investigate next.
The prompt below includes all seven questions and their response settings. Copy this prompt into an AI assistant to draft the questions. Review the draft, then build and customize the survey in SurveyLegend before sharing.
Copy the prompt into an AI assistant to draft the questions, then build your survey in SurveyLegend.
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How to use the answers
Compare stated priorities within each outcome group. Keep purchases still in progress out of conclusions about closed deals. A repeated cost concern is a reason to investigate value communication and pricing, not proof that a discount would have won the deal. Reconcile outcomes with records without treating the respondent sample as your entire pipeline.
SurveyLegend's guide to exported survey responses shows how answers stay together in each respondent's row. Use that structure to compare concerns within each buying outcome.
A case-study lost-sales thesis considered several reasons for lost business, including timing and technical fit as well as price. This template takes a similarly broad approach to the decision factors, without assuming that the findings from one company apply to every sale.
Frequently asked questions
Who should answer a win-loss survey?
Ask a person who participated in the buying decision. A sales representative's explanation is useful internal context, but it is a different perspective.
Should postponed purchases count as losses?
Keep them separate in this analysis. Choosing another supplier and delaying a purchase can call for different actions.
Can I calculate my win rate from these replies?
Use complete, consistently defined sales records for that calculation. Survey respondents may not represent all opportunities.
Read SurveyLegend's guide to nonresponse bias when assessing whose buying decisions may be missing from the replies.
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