Insights / Buyer Research · 5 min read
Your CRM records what happened in a lost deal, not why. Structured buyer interviews with the people who did not buy are the cheapest research most B2B companies never run.
Every B2B company has a field in its CRM called something like closed lost reason. It usually has six options in a dropdown. Price. Timing. Went with competitor. No budget. No decision. Other.
That field is filled in by the person who lost the deal, from memory, at the end of a quarter, about a conversation that ended in a way they would rather not dwell on.
A useful study covers people who bought, people who chose a competitor, and people who did nothing at all. The last group is the largest in almost every market and the one nobody studies.
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