Key Questions Answered:

Who did we compete with?

If loss, to whom? What were the main reasons we lost?

What were our strengths and weaknesses compared to the alternatives considered?

What were the top criteria in the purchase decision?

Who was involved in the decision-making process? What were the steps?

How long did the decision take?

If they (buyer) was part of your company, what improvements would they make in the experience they had with your company?

paradoxes approach

Post win/loss IDI’s (most common)

Post win/loss quant surveys

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