Article

Analyse lost deal reasons

Systematically categorise and review why deals are lost to find the most fixable failure points in your sales process.

Updated 1 September 2026

Article

Systematically categorise and review why deals are lost to find the most fixable failure points in your sales process.

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Summary

This lesson teaches you how to systematically categorise and review lost deals to find the most fixable failure points in your sales process. You will learn how to collect loss reasons consistently, spot patterns across multiple deals, and prioritise the changes that will have the biggest impact on your win rate.

Every lost deal holds a lesson if you know how to find it. This chapter sets up a structured process for analysing why deals are lost. You will learn how to categorise loss reasons consistently, identify which ones come up most often, and determine which are within your control to fix. The goal is to turn lost deals into the data that helps you win more of the next ones.

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