Free template, copy and use

Free win-loss interview template

Win-loss interviews ask buyers why they chose you or someone else. This template follows the buying journey, so you learn what actually decided the deal.

Let Acta fill it in

Paste it into Google Docs, Word, Notion or an email. Replace the [brackets].

Win-loss interview template

Interview

Company: [name] | Contact: [name, role] | Outcome: Won / Lost | Date: [date]

The trigger

What made you start looking for a solution?

Options considered

Which options did you look at, including doing nothing?

Decision criteria

What mattered most in the decision, and who decided?

The decision

Why did you choose [vendor]? What almost changed your mind?

The sales process

What did we do well? What could we have done better?

Themes

[Theme] | Product / Price / Process / Competition

How to use this template

  • Have someone other than the account's rep run the interview.
  • Interview soon after the decision, within a month.
  • Look for patterns across many interviews, not one story.

Skip the typing

Acta records your Zoom, Google Meet and Teams meetings, with or without a bot, and writes the notes for you: a summary, decisions, next steps and action items with owners, next to the transcript. Free for 15 days.

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Frequently asked questions

Related:

What is a win-loss interview?

A conversation with a buyer after a deal is won or lost, to learn what drove their decision.

How many win-loss interviews do you need?

Patterns usually appear after 10 to 15 interviews per segment.

Is this win-loss interview template free?

Yes. Copy it into Google Docs, Word, Notion or an email and use it as often as you like. No sign-up needed.

Can AI fill in the win-loss interview for me?

Yes. Acta records the meeting on Zoom, Google Meet or Microsoft Teams, with or without a bot, or in person with the mobile app, and writes the notes, decisions and action items with owners afterwards. Anything the meeting didn't cover is left out, not made up.