When you want honest feedback from your buyers about what they like and don’t like about your company, the questions you ask matter a lot.

If you ask the wrong questions, or you ask the right questions in the wrong order, or you spend too much time on one topic, or you accidentally introduce bias into your buyer’s mind—you could end up with inaccurate feedback from your buyers, and damage the value of your win-loss program.

In today’s interview, some of the top win-loss program managers at Clozd will walk you through how they develop an interview guide to help them ask the right questions and deliver the highest-value interviews possible for our clients.

This is the most important part of the process at the practitioner level. If you you don’t plan out your questions, you’ll have bad interviews. And if you have bad interviews, you’ll end up with bad data. And if you have bad data, you can’t use it to make strategic changes to improve your win rate… which is the main purpose of your whole win-loss program.

TIMESTAMPS

• 0:00 — Introduction
• 3:38 — Win-loss analysis is like having an MRI machine for your business
• 8:06 — Why is an interview guide important for conducting a win-loss analysis program?
• 11:21 — How to structure your interview guide
• 24:43 — Open-ended questions that get buyers to talk
• 30:33 — How to keep your guide efficient
• 34:26 — You can't treat all buyers the same
• 37:12 — Don't try to make your guide perfect
• 45:16 — How to get 3 free win-loss interviews