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Sales training and coaching · Prospecting and meeting-booking practice

Ask the people who bought why they bought, then check your pitch says the same.

A win-reason log is a record, kept deal by deal, of the reasons customers give for choosing you. Set beside your value proposition, it shows which promises are real and which are guesses. This page gives the log, the match test and the vernacular check that follows.

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Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.

Editorial illustration for Value proposition development

In one paragraph

A win-reason log is a record, kept deal by deal, of the reasons customers give for choosing you. Set beside your value proposition, it shows which promises are real and which are guesses. This page gives the log, the match test and the vernacular check that follows.

An interior fit-out firm in Pune writes on its brochure that it offers 'premium design and quality finish'. The last six clients, asked on the phone, said something else: the site supervisor picked up every call, and the handover happened on the date promised. Nobody in the firm had written either of those down.

A win-reason log closes that gap. After each deal the salesperson who closed it records, in the buyer's own words, why the buyer chose you over the other quotes. After a few weeks the pattern is plain, and you can hold your value proposition up against it and see what matches, what is missing and what nobody has ever said.

The salesperson who closed the deal fills the log and the owner reads it each month. It replaces the argument between sales and marketing about why people buy, because the argument now has evidence. The sales process value-proposition page covers how to write the statement itself; this page tests the statement against what actually happened.

A log of five deals tells you little and a log of thirty tells you a lot, so start it now and let it build.

Where this sits

Topic 2 of 8 in sales training and coaching: prospecting and meeting-booking practice. Drills for finding good-fit prospects and getting meetings. Distinct from the sales-process sourcing and prospect-list pages: these are practice routines.

If you want this done for you

Answer the one question every buyer silently asks: why should I choose you.

Read the value proposition development page

The work

What this is actually like.

  • “Buyers give the reason that sounds sensible”

    Asked why they chose you, a buyer says 'good price' because it needs no explanation. Ask a second time: what would have made you go with the other firm? The answer to that question is the real reason, and it is seldom the price.

  • “The reason has to be in the buyer's words”

    If the log says 'trust' and the buyer said 'your engineer came to the site on a Sunday', you have lost the useful part. Write the sentence as spoken. Those phrases are what the value proposition should contain.

  • “A promise nobody mentions may be doing no work”

    You may spend heavily on telling people about your fifteen-year history. If no winning buyer ever raises it, either the promise is weak or your people are not saying it. Both are worth knowing, and only the log shows which.

  • “Deal values go in without GST”

    Record each deal's value excluding GST so a trade with 5 percent and a trade with 18 percent compare fairly. Add the buyer's type and city, since a reason that wins Surat textile traders may not win a Jaipur showroom.

What we do

What you end up with.

The documents this topic produces, what each one is for, and how you know it is finished.

  1. The win-reason log

    One row per won deal: date, buyer, city, deal value excluding GST, reason in the buyer's words, second reason, the competitor they compared you with, and who recorded it. Filled within a week of the order while the memory is fresh.

    Result: Finished when every deal closed this month has a row with a reason in quotation marks.

  2. The three-question call

    A five-minute call to the buyer two weeks after delivery: what made you pick us, what almost stopped you, what would you tell a friend. Written as a short script so every salesperson asks the same things in the same order.

    Result: Finished when a rep can run the call from the script and record the answers in under ten minutes.

  3. The match table

    Two columns. Left: each claim in your current value proposition. Right: how many logged deals mention it. Underneath, a list of reasons buyers gave that your proposition never states.

    Result: Finished when each claim shows a count and the unclaimed reasons are listed beneath.

  4. The revised statement in two languages

    The value proposition rewritten around the reasons that appear in the log, then translated into the language your buyers speak, and checked by a buyer who is not on your staff. A word-for-word translation of an English line reads stiffly.

    Result: Finished when a customer reads the local-language version and says it sounds like how they would put it.

Why us

Why owners pick GullySales over an agency.

  • Marketing and sales, as one job

    Most agencies stop at the enquiry. We also fix what happens after it: the reply, the follow-up, the quote and the CRM.

  • The person on the first call does the work

    No account managers in between. You are never handed to someone you have not met.

  • A baseline before anything starts

    Your numbers are written down on day one, so every later report compares against something honest.

  • The fee in writing, split three ways

    Our time, your media spend and production on separate lines. You always see what goes to us.

  • No guarantees we cannot keep

    The term is agreed in writing and never a default twelve months. We never promise a ranking or a lead count, because nobody controls those.

  • One office, and we say so

    Nagarbhavi, Bengaluru. We work across India by call and WhatsApp and travel when a session needs to be in person.

#257, 3rd floor, Sri Nanjundeshwara Complex, Nagarbhavi 8th Block, Outer Ring Road. How we work.

Your brief

Tell us what you need, and we will read it before we call.

Eight short steps about your business, what you want and who decides. Most questions are a tap, and you can skip any you would rather answer on the call.

Tell us what you needor call +91 80958 58589

FAQ

Questions owners ask before they call.

Not here? More answers, or ask on WhatsApp.

Tell us what you need
We only close a few deals a month. Is that enough to learn from?
Start with the last ten you won and phone those buyers. Add each new deal as it closes. After a quarter you will see which reasons repeat, and for a small business that repetition is a clearer signal than any survey.
Should we also log why we lost?
Yes, but keep it a separate sheet. Lost deals tell you where the proposition fails; won deals tell you where it works. Mixing them in one column makes both harder to read.
Who should call the buyer, the salesperson or the owner?
The owner or the sales head will hear more, because the buyer is not talking to the person who earned commission. If the salesperson must do it, give them the script and read the answers yourself.
What if the reasons buyers give contradict each other?
Then you have more than one buyer type. Split the log by type and write one proposition for each, instead of averaging them into a line that suits nobody.
How much does it cost?
There is no price list, because the work differs by business. The fee is scoped after we have read your brief and spoken to you, and put in writing before anything starts. For sales work it is mostly our time, with production only where scripts, decks or CRM setup need it.
How long is the contract?
The term is agreed in writing after we have spoken, along with the fee and the reporting. It is never a default twelve months, and renewal is decided on the numbers against the baseline recorded at the start.
How soon will we see results?
Fixes to reply time and follow-up are the quickest to show, because the enquiries already exist. Process, CRM and training changes show as the team uses them. Each one is tracked against the baseline.
Who will actually do the work?
The person you speak to before anything starts. We work from one office in Nagarbhavi, Bengaluru, with no account managers in between.
What do you need from us?
To start, last month's enquiries in any format and time with whoever handles them. After that, access to the accounts the work touches, such as the website, Google Business Profile or CRM.
What if we are not happy with the work?
Tell us and the plan changes. Everything is reported against the baseline, so a number that is not moving is visible to both sides. The term is in your written scope, and the refund and cancellation policy sets out the rest.

Where to go next

The work that carries this topic further.

Services

The rest of prospecting and meeting-booking practice

Or read all of sales training and coaching.

Your next practical step

Tell us what you are trying to grow, and we will read it before we call.

Eight short steps, mostly taps. Skip anything you would rather answer on the call.

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