--- generated_by: surveylegend-page-markdown title: Win-Loss Survey Questions Template | SurveyLegend description: Learn why buyers chose a solution or postponed a decision. Use these win-loss survey questions to collect practical feedback with SurveyLegend. canonical: https://www.surveylegend.com/survey-examples-templates/business-operations-surveys/win-loss-questions-template/ --- # 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. [Try this template ](https://app.surveylegend.com/register/)[Preview template](https://www.surveylegend.com/survey-examples-templates/business-operations-surveys/win-loss-questions-template/#try-template) Preview on a device Show the desktop survey layout Show the tablet survey layout Show the mobile survey layout ![](https://www.surveylegend.com/survey-template-media/demo-backgrounds/win-loss-questions-template.avif) **SurveyLegend** 1 / 7 Win-Loss Survey What was the outcome of this decision? Chose this offering Chose another provider Kept the existing solution +3 more answer choices Next → Win-Loss Survey [Preview](https://www.surveylegend.com/survey-examples-templates/business-operations-surveys/win-loss-questions-template/#try-template) Share [Facebook ](https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.surveylegend.com%2Fsurvey-examples-templates%2Fbusiness-operations-surveys%2Fwin-loss-questions-template%2F)[LinkedIn ](https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fwww.surveylegend.com%2Fsurvey-examples-templates%2Fbusiness-operations-surveys%2Fwin-loss-questions-template%2F)[X ](https://x.com/intent/tweet?url=https%3A%2F%2Fwww.surveylegend.com%2Fsurvey-examples-templates%2Fbusiness-operations-surveys%2Fwin-loss-questions-template%2F\&text=Win-Loss%20Survey%20Template)[Reddit](https://www.reddit.com/submit?url=https%3A%2F%2Fwww.surveylegend.com%2Fsurvey-examples-templates%2Fbusiness-operations-surveys%2Fwin-loss-questions-template%2F\&title=Win-Loss%20Survey%20Template) 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 ](https://www.surveylegend.com/survey-examples-templates/customer-satisfaction-surveys/customer-needs-template/). **Create your win-loss survey in SurveyLegend** The outcome in a sales record tells you what happened. A buyer's explanation can help you understand the trade-offs behind it. ## 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. Try the survey ## A little feedback. A clearer picture. Explore this 7-question example at your own pace. Every question is optional. Preview on a device Show the survey at full desktop width Resize the survey to a tablet-width preview Resize the survey to a mobile preview with scrolling inside the frame Choose a look Use Classic: a white survey card over the background photo Use Light: dark text over a light tint covering the background photo Use Dark: light text over a dark tint covering the background photo SurveyLegend demo Question 1 of 7 ### Win-Loss Survey 01 What was the outcome of this decision? Choose one answer, or skip this question. Chose this offering Chose another provider Kept the existing solution Postponed or canceled the purchase Decision is still in progress Prefer not to say 02 What problem were you trying to solve? Share your answer, or skip this question. 03 Which factor had the greatest influence on your decision? Choose one answer, or skip this question. Fit with the required task Total cost Ease of implementation Confidence in the provider Compatibility with existing systems Timing or internal priorities Another factor Not sure 04 How clear was the information about what this offering could do? Choose one answer, or skip this question. Very unclear Somewhat unclear Neither clear nor unclear Somewhat clear Very clear Not applicable 05 What concern, if any, remained unresolved? Share your answer, or skip this question. 06 What did the sales team do that helped you evaluate the offering? Share your answer, or skip this question. 07 What one change would have made your evaluation easier? Share your answer, or skip this question. #### One last look Review your answers before submitting this demo. 0 answered #### Thank you for trying the survey! You’ve tried the template from the respondent’s side. Make it your own with SurveyLegend. [Create your own survey](https://www.surveylegend.com/register/) Checking submission availability… This is a demo. We count starts and submissions only. Your answers stay in your browser and are never sent or saved. **—**Starts **—**Submissions Activity is temporarily unavailable. ## 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 ](https://www.surveylegend.com/survey-questions/how-to-use-open-ended-questions-on-surveys/)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. [![](https://www.surveylegend.com/user-guide-media/icons/download-pdf.svg) Download Win-Loss Survey Template (PDF)](https://www.surveylegend.com/downloads/survey-templates/win-loss-questions-template.pdf) Export win-loss survey template as 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. AI prompt for your win-loss survey [Create this survey in SurveyLegend](https://www.surveylegend.com/register/) Copy the prompt into an AI assistant to draft the questions, then build your survey in SurveyLegend. Already have an account? [Sign in to create your win-loss survey.](https://app.surveylegend.com/login/) ## 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 ](https://www.surveylegend.com/user-guide/viewing-filtering-individual-respondents-in-exported-data/)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 ](https://portalcris.vdu.lt/server/api/core/bitstreams/751728a6-902c-4093-99d2-044b2ea38c71/content)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 ](https://www.surveylegend.com/online-survey/survey-bias/)when assessing whose buying decisions may be missing from the replies. Business operations Survey Templates 1. 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[![Preview of the Conflict Management Survey Template showing its first question and answer choices](https://www.surveylegend.com/survey-template-media/previews/conflict-management-template-preview.avif) Conflict Management Survey Template Business operations A written procedure is only useful if employees can find it and understand how to use it. This SurveyLegend template reviews that practical access. It does not ask employees to name another person, describe an allegation, or label their own conflict style.](https://www.surveylegend.com/survey-examples-templates/business-operations-surveys/conflict-management-template/) 13. [![Preview of the Corporate Social Responsibility Survey Template showing its first question and answer choices](https://www.surveylegend.com/survey-template-media/previews/corporate-social-responsibility-template-preview.avif) Corporate Social Responsibility Survey Template Business operations A company and its stakeholders may agree that responsibility matters while disagreeing about what needs attention first. This SurveyLegend template makes room for those differences. It separates familiarity, priorities, perceived information quality and suggested action, so a popular initiative is not mistaken for verified impact.](https://www.surveylegend.com/survey-examples-templates/business-operations-surveys/corporate-social-responsibility-template/) 14. 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[![Preview of the Farm Succession Planning Survey Template showing its first question and answer choices](https://www.surveylegend.com/survey-template-media/previews/farm-succession-planning-template-preview.avif) Farm Succession Planning Survey Template Business operations This farm succession planning survey helps adult family members discuss future roles, learning opportunities and unanswered questions. It is a conversation starter, not an agreement about inheritance or ownership. SurveyLegend can help organize the questionnaire before a family meeting or a facilitated discussion.](https://www.surveylegend.com/survey-examples-templates/business-operations-surveys/farm-succession-planning-template/) 16. 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[![Preview of the Group Project Evaluation Form Template showing its first question and answer choices](https://www.surveylegend.com/survey-template-media/previews/group-evaluation-form-template-preview.avif) Group Project Evaluation Form Template Business operations A group project evaluation form reviews how a defined team worked together on one project or phase. This version focuses on the process rather than rating individual people, so the result can guide a concrete retrospective and an agreed next action.](https://www.surveylegend.com/survey-examples-templates/business-operations-surveys/group-evaluation-form-template/) 18. [![Preview of the Innovation Survey Template showing its first question and answer choices](https://www.surveylegend.com/survey-template-media/previews/innovation-template-preview.avif) Innovation Survey Template Business operations Collecting ideas is only one step. This SurveyLegend questionnaire looks at what employees experience after an idea is raised, including feedback, ownership, and access to a small test.](https://www.surveylegend.com/survey-examples-templates/business-operations-surveys/innovation-template/) 19. [![Preview of the Outsourcing Knowledge Transfer Survey Template showing its first question and answer choices](https://www.surveylegend.com/survey-template-media/previews/outsourcing-form-template-preview.avif) Outsourcing Knowledge Transfer Survey Template Business operations This outsourcing survey focuses on transferring the knowledge needed to run one IT service. Seven questions review documentation, walkthroughs, access to decisions, and ownership when people change. Customize the questionnaire in SurveyLegend for the next handoff discussion, then verify the operational work separately.](https://www.surveylegend.com/survey-examples-templates/business-operations-surveys/outsourcing-form-template/) 20. [![Preview of the Portfolio Evaluation Survey Template showing its first question and answer choices](https://www.surveylegend.com/survey-template-media/previews/portfolio-evaluation-template-preview.avif) Portfolio Evaluation Survey Template Business operations A work portfolio needs more than attractive samples. Reviewers should be able to understand what the owner did, why each piece matters, and which claim the evidence supports. Use seven SurveyLegend questions to gather practical revision feedback before sharing a portfolio with its intended audience.](https://www.surveylegend.com/survey-examples-templates/business-operations-surveys/portfolio-evaluation-template/) 21. 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The seven optional questions separate participation, clarity, fit, ease of taking part, facilitation, usefulness, and one improvement. Browse related operations templates, then adapt this participant-focused version in SurveyLegend.](https://www.surveylegend.com/survey-examples-templates/business-operations-surveys/program-quality-template/) 23. [![Preview of the Quality Assurance Survey Template showing its first question and answer choices](https://www.surveylegend.com/survey-template-media/previews/quality-assurance-template-preview.avif) Quality Assurance Survey Template Business operations Finding a bug is only one part of quality assurance. The team also needs usable test conditions, enough information to reproduce the issue, and a clear way to confirm the fix. 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This seven-item SurveyLegend form is not a validated retrospective method.](https://www.surveylegend.com/survey-examples-templates/business-operations-surveys/retrospective-template/) 26. [![Preview of the Project Risk Assessment Survey Template showing its first question and answer choices](https://www.surveylegend.com/survey-template-media/previews/risk-assessment-template-preview.avif) Project Risk Assessment Survey Template Business operations “Something might go wrong” gives a project manager little to investigate. Ask what could happen, what would signal trouble, and what evidence supports the concern. Build this questionnaire in SurveyLegend to prepare a focused risk discussion before the next milestone.](https://www.surveylegend.com/survey-examples-templates/business-operations-surveys/risk-assessment-template/) 27. 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This SurveyLegend questionnaire gives affected people a way to explain what is unclear and where their input could be useful.](https://www.surveylegend.com/survey-examples-templates/business-operations-surveys/stakeholder-template/) 29. [![Preview of the Supply Chain Assessment Survey Template showing its first question and answer choices](https://www.surveylegend.com/survey-template-media/previews/supply-chain-assessment-template-preview.avif) Supply Chain Assessment Survey Template Business operations A broad question about “the supply chain” can blend different products, services, regions and owners. Name the chain, the critical item or service, the 12-month review period and what counts as a significant disruption. The answers then describe a shared operating context instead of an abstract opinion.](https://www.surveylegend.com/survey-examples-templates/business-operations-surveys/supply-chain-assessment-template/) 30. [![Preview of the Supply Chain Transparency Survey Template showing its first question and answer choices](https://www.surveylegend.com/survey-template-media/previews/supply-chain-transparency-template-preview.avif) Supply Chain Transparency Survey Template Business operations Knowing a shipment’s location is different from explaining where a product came from and what supports a sourcing statement. This SurveyLegend questionnaire focuses on the information a team can substantiate and communicate.](https://www.surveylegend.com/survey-examples-templates/business-operations-surveys/supply-chain-transparency-template/) Free survey maker ## Start creating surveys today *for free* Create and bring your ideas to life with the survey tool used by people all over the world. [Get started for free ](https://app.surveylegend.com/register/)[Book a demo](https://www.surveylegend.com/schedule-a-demo-of-surveylegend/) Academic research survey ### Ready to collect better research data? 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