Two minutes on your decision

Hi 👋 You recently made a decision about working with [company], one way or the other. Tell us what decided it. Two minutes.

2. How did the decision end?

Select one answer

  • We chose [company]
  • We chose another supplier
  • We kept what we had
  • We built it ourselves
  • We stopped the project
  • Still deciding

3. Who made the final call?

Select one answer

  • Owner or CEO
  • Department manager
  • Technical specialist
  • Procurement
  • External advisor
  • A group decision

4. What decided it in the end?

Select up to 2 answers

  • Price
  • Fit with our needs
  • Trust in the supplier
  • Speed of delivery
  • Someone internally pushed for it
  • Ease of switching
  • An existing relationship

5. Would you consider [company] in the future?

Select one answer

  • Yes
  • Maybe
  • No

6. What would have changed your decision?

500

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Survey Templates Customer Feedback

Deal Outcome Feedback

Who it's for

Sales teams who want the buyer's version of why a deal ended the way it did. Works for won and lost deals alike.

Who answers

The buyer, within days of the decision. Six questions.

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What you'll see

  • What actually decided it, from the person who decided
  • Who made the final call, which is often not who you were talking to
  • Whether they would consider you next time

How to get good answers

  • Send it to won and lost deals both. Only comparing the two tells you anything.
  • Within a week of the decision. After that people rewrite the story in their heads.
  • Never send it from the rep who lost the deal. Ask a colleague or a manager to send it.
  • Compare the buyer's reason with the one your rep typed into the CRM. Those two rarely match and the buyer is right.

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