the real no
Blindspots in business are dangerous – they lead to fixing problems before the root causes are understood, essentially fixing the wrong things. Blindspots in sales can be especially devastating, as deal after deal slips away without understanding the real reasons why customers said “no.”
Win-loss research is the most effective way to reveal blindspots, and to learn how to close more of the deals in your existing pipeline. Qualitative research interviews with people who have evaluated your solutions – whether they decided to buy or not – reveal actionable insights that CRM reports and surveys can’t hope to match.
The answers to the questions of “why did you win” and “why did you lose” are often not the answers you expect.