Win-loss analysis · Sales
You can name last month's revenue and not one reason a deal was lost.
A CRM usually records a reason for a lost deal in one word: price, timing, competitor. The actual reason is often more specific and more useful, but the rep who lost the deal rarely gets a fully honest answer when they ask directly.
Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.
In one paragraph
Win-loss analysis interviews customers and prospects after a deal is won or lost, to find the real reason behind the decision rather than the guess written into the CRM. GullySales runs these conversations independently, since a prospect is often more honest with an outside caller than with the rep who lost the sale.
We interview a sample of recent wins and losses, as an independent outside party, and ask what actually drove the decision. Because we are not the rep who was in the room, prospects tend to be more candid, and the patterns across several conversations are more revealing than any single one.
This feeds back into strategy, pricing and training, closing the loop between what customers actually decide and what your team believes is driving those decisions.
The problem
Does this sound like your business?
What owners tell us on the first call, in their words.
“Lost deal reasons are guessed, not verified”
A rep marks a deal lost to price without ever asking the prospect directly, so the true reason may be something else entirely.
“Nobody analyses why deals are won either”
A win is celebrated and moved past, without asking what specifically made the difference, so the pattern behind winning is never captured.
“The same competitor keeps coming up, with no clear reason why”
Losses to one specific competitor recur, and nobody has asked prospects directly what that competitor is doing differently.
What we do
Everything that is included.
Each deliverable, and what it gets you. Nothing here is an extra.
Interview sample selection
A representative set of recent wins and losses chosen for the analysis.
Independent interviews
Structured conversations conducted by us, not your sales team, to encourage candid answers.
Pattern analysis
Common themes across wins and losses identified, not just individual anecdotes.
Competitor insight
What a specific competitor is doing well or poorly, drawn from prospects who compared you directly.
Written findings report
A clear report on what actually drives wins and losses, with recommendations.
Feedback loop to strategy and training
Findings connected to the relevant service, whether that is pricing, training or messaging.
How the result is measured
- Interviews completed against sample target
- Loss reasons verified against CRM assumptions
- Recurring themes identified
- Competitor mentions and reasons
- Findings actioned in strategy or training
Recorded as a baseline before work starts, so every later report has an honest comparison.
Who it is for
This is written for you if these sound familiar.
- Sales teams that record a reason for lost deals without ever verifying it with the prospect
- Businesses that want to know if losses are really about price, or about something else entirely
- Companies wanting to understand what a winning deal had in common, not just a losing one
- Sales leaders preparing a strategy review who want evidence, not assumption, behind it
- Businesses noticing a specific competitor keeps appearing in losses without knowing exactly why
Not for
It is not the right fit if.
- Businesses with too few deals per period for a meaningful sample of interviews
- Situations where a customer relationship is too sensitive for an outside interview to be appropriate
How it works
From your first message to the first report.
No open-ended retainer. Every step gives you something in writing.
First
Your brief
You tell us what you need in a few short steps: your business, what you want, where enquiries come from and how they are handled.
After the brief
A conversation and a written scope
We read it, then talk with whoever handles your enquiries. If you want our help, the scope, the fee and the reporting come in writing, and nothing starts before you have read them.
Before work starts
Baseline recorded
The numbers this work is meant to move, such as enquiries, quotations, orders, visits or renewals, written down so every later report has an honest comparison.
After the baseline
The first fix goes live
The fix we agreed to start with is put in place and measured against the baseline, whether that is a reply, a follow-up, a page, a listing or the handover between marketing and sales.
As agreed
Report against the baseline
What moved, what did not, and what changes next, in plain words. How often you get it is set in writing before work starts.
At renewal
Renew on the numbers
The term ends and you decide whether to continue from the results. The length is agreed in writing before anything starts.
How the win-loss analysis work runs
- 1
Select the sample
We agree which recent wins and losses to interview, aiming for a representative mix.
- 2
Conduct interviews
Independent conversations are held with customers and prospects who bought or did not buy.
- 3
Analyse patterns
Findings across all interviews are compared for common, recurring themes.
- 4
Report findings
A written report sets out what actually drove decisions, in plain language.
- 5
Connect to action
Findings are linked to the relevant next step, whether that is pricing, training or messaging.
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.
Engagement options
Ways to work with us.
Pick the size of commitment that fits. Every option starts with your brief and a conversation.
Option 1
The conversation on its own
A call after you send your brief. It says honestly whether you need outside help, and many fixes are ones your own team can make.
Option 2
One fix, scoped
Start with the fix that matters most, such as reply time or follow-up. The fee is in writing before anything starts.
Option 3
An ongoing programme
We run the work, report against the baseline, and you renew on the numbers. The term and the reporting are agreed in writing first.
Option 4
Guidance for your own team or agency
We plan, brief and check the work of your in-house team or current agency, instead of replacing them.
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.
FAQ
Questions owners ask before they call.
Not here? More answers, or ask on WhatsApp.
Will prospects actually agree to be interviewed?
Why not have our own reps ask this?
How many interviews are enough for useful findings?
What happens with the findings?
How much does it cost?
How long is the contract?
How soon will we see results?
Who will actually do the work?
What do you need from us?
What if we are not happy with the work?
By industry
Win-loss analysis, written for your industry.
Related services
Often bought with this, or instead of it.
Read before you buy
- How to track your sales pipeline and find where deals get stuckTrack deals by stage and days in stage, then read three reports: deals by stage, days since last contact, and lost reasons. Each stuck stage has its own fix.
- Why Delhi buyers choose suppliers further away than youA Haryana unit an hour from Delhi loses orders to suppliers in Ludhiana or Ahmedabad because they reply first and send papers a buyer can forward. How to compare yourself and close the gap.
- Selling from a Verna estate to buyers who already know a Mumbai vendorA Verna plant that buys from an approved Mumbai vendor will not switch for a lower rate. Ask to be its second source instead, with a trial lot, a delivery time you can keep and a nearby reference.
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.