Course 06 · Lesson 18 of 21
Win, loss, no-decision and disqualified reviews
After every close, within five working days, a 15-minute written review. Where the buyer agrees, ask them for ten minutes; they are more honest after the decision than during it.
- For the buyer: "What made you decide the way you did?" "What nearly stopped you?" (won) or "What would have had to be different?" (lost). "Did anything we said not match the website or the product?" "How did you hear about us?"
- For the seller: Was it genuinely qualified? Was the economic buyer met and the champion tested? Where did it slip, and why? Did we say anything not in Proof and guardrails?
| Code | Meaning |
|---|---|
| W1, W2, W3 | Won: problem and fit; critical event; referral or peer |
| L1 | Lost to a competitor (named internally only) |
| L2 | Lost on price (log band and seats; repeated at one band, it is pricing data) |
| L3 | Missing capability (name it exactly; feeds product) |
| L4 | Data or legal answer (name the question; feeds our legal team and D1) |
| N1, N2, N3 | No decision: indecision; another priority; stalled committee or unmet veto |
| DQ | Disqualified (record which test failed) |
Never "D" or "D1" as a reason code: those are decision numbers. Monthly, 45 minutes (Alex and John): every close with its reason code; the no-decision rate separately from competitive losses; the commonest stall point; any claim made that should not have been; one call to learn from. Patterns change this document; nobody is blamed.
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