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Sales win/loss survey template

Find out how buyers evaluated an offer and why they bought, chose an alternative, or postponed.

8 questions · 2 pages · 4 answer formats · About 3 min

Time is estimated from all questions, including matrix rows. Branching can shorten a path; reading, consent and longer written answers can add time. Confirm it with a pilot.

Conditional questions
Pro to publish

Use this template →Try the survey Read every question

Free to preview and customize. Publishing this template with its configured advanced features requires Pro.

Use this template opens an editable draft after sign-in. Questions, answer options and configured logic carry over; nothing is published until you choose to publish.

Try the questionnaire

Answer it before you use it.

Try the actual questions, follow-ups and endings. Preview answers stay in this tab and disappear when you close or restart it. Nothing is submitted.

Who this is for

B2B teams reviewing completed buying decisions.

Before you send it

Invite won, lost and no-decision buyers after the decision. Explain who can read answers and keep sales follow-up separate.

Questionnaire preview

These are the questions and answer options copied into your draft. Bracketed text is a prompt to customize. Matrix questions contain several statements, so allow time for each row.

Page 1

1. What was the outcome of your evaluation? (required)
Choose one
Chose this offerChose another providerPostponed the decision
2. What role did you play?
Choose one
Decision-makerEvaluatorBudget approverEnd userOther
3. Rank the factors that mattered in your decision
Rank the options
Fit for our needsPriceEase of useImplementationTrust and support
Page 2: Your reasons
4. Which provider did you choose, and why?
Long text
5. What would need to change before you could proceed?
Long text
6. How clearly did we explain the offer?
1–7 scale (Not clearly → Very clearly)
7. What was the strongest reason for your decision?
Long text
8. What could we improve about the evaluation process?
Long text

Use this template →

Use the builder link to retain logic, piping, consent, scoring, and randomization. Plain text copies wording only; piped answers become editable placeholders.

How to read the results

Compare reasons and ranked priorities by outcome and buyer role. Include no-decision deals and report response rates by group to expose selection bias.

Preview your edited survey on desktop and mobile, run a small pilot, and review an export before inviting the full audience. Adding questions is optional: keep the ones that support your decision.