Find out why a deal was won or lost while it's still fresh.
A win-loss interview is a conversation with a buyer after a sales decision, whether they bought or not, to understand what prompted them to look in the first place, how the evaluation actually felt, and what tipped the decision either way. Buyers rarely give a sales rep the full story. Robbie runs the conversation for you.
The person who knows why a deal was won or lost is the buyer, not your sales rep's notes in the CRM. By the time anyone asks, the details have gone soft, or the honest answer never made it past a one-word reason code.
A follow-up call from the same rep who ran the demo puts the buyer on the back foot. They give a polite, generic answer and move on. And a rigid list of survey questions fired at them one after another feels exactly like what it is: an interrogation, not a conversation.
Robbie guides the conversation instead of scripting it, by text or voice, with no salesperson on the line. Buyers who have already said no to your rep will tell an AI things they would never say back to your team.
What prompted the demo
What problem or trigger led them to reach out and book time in the first place.
The demo experience itself
What stood out, what confused them, and how the experience actually felt at the time.
Fit with the product
Whether what they saw matched what they actually needed, and where the gap was.
What happened afterwards
Why the decision stalled, what changed internally, and why they didn't proceed.
Where they are now
What they ended up doing instead, and how that decision is working out for them.
What could change it
Whether anything could have changed the decision, or might make them reconsider.
How it works
Brief Robbie
Tell Robbie whether you're talking to won or lost deals, and what you need to understand about each. Takes about five minutes.
Share one link
Send it to the buyer once the decision is final, while it's still fresh. They respond by text or voice, on their own time.
Read the synthesis
Robbie turns every conversation into themes, standout quotes, and what's actually driving decisions across your pipeline.
15 win-loss interviews
Fifteen minutes is enough to walk through the full decision, from what prompted the demo to what would change their mind, without asking too much of someone who already said no. No annual commitment, no minimum. £10 per 30 minutes of interview time, invoiced the following month.
A small thank-you incentive is worth budgeting separately: a buyer who didn't purchase has little reason to help you for free. Some, especially senior or enterprise buyers, can't accept cash under company policy — offer a charity donation in their name instead of a gift card.
After each interview Robbie produces a summary, themes ranked by how consistently they appear across your won and lost deals, standout quotes, and surprises that cut against what your sales team assumed.
Once you've run a full round, Robbie shows you the reasons deals actually turn, not the reason code your CRM's dropdown offered.
You can download the full report as a Word document and share it with sales and product.
Robbie does not recruit participants. You'll need to reach out to won and lost prospects yourself, typically from your CRM shortly after the decision is made. Robbie handles the conversation and the synthesis from there.
FAQs
- What is a win-loss interview?
- A win-loss interview is a conversation with a buyer after a sales decision, whether they bought or not, to understand what drove the outcome: what prompted them to evaluate you in the first place, how the process felt, and what ultimately tipped the decision either way.
- How is this different from asking my sales rep why the deal was lost?
- A rep's account is filtered through their own read of the deal and often collapses into a single reason like “price”. A win-loss interview asks the buyer directly, in their own words, and follows up past the first answer to what actually happened.
- Should I interview lost deals, won deals, or both?
- Both, if you can. Won deals tell you what worked and what to repeat. Lost deals tell you where the process broke down. Comparing the two is usually more useful than looking at either on its own.
- How soon after the decision should the interview happen?
- As soon as the decision is final, ideally within a few weeks. Memories of a demo fade fast, and the longer you wait, the more the answer becomes a tidy rationalisation rather than an account of what actually happened.
- Will a buyer who said no actually respond?
- Conversational, asynchronous formats see meaningfully higher response rates than a request for another call, especially when you're upfront that you're not trying to sell to them again, you just want honest feedback.
- How many win-loss interviews do I need before patterns emerge?
- Most teams see consistent themes after 10–15 interviews across a mix of wins and losses. Robbie pulls patterns across all of them, so you can see what's recurring versus one buyer's particular situation.
Related use cases
Comparing tools? See how Robbie stacks up.