Why we lost: an honest post-deal review
Learn something from the no, without spiralling.
Any deal that went quiet, went to a competitor, or died on price.reviewlearningprocess
Help me review a deal I lost. The deal: <who, what they needed, the value> Timeline with dates: <first contact → each interaction → the no or the silence> What they said, at each step (quotes if I have them): <paste> How it ended: <went with X / no budget / silence / no reason given> What I think happened: <your honest guess> Analyse: 1. Where in the timeline the deal was most likely lost, and what signal I missed there. 2. Three alternative explanations to my own theory, each with what evidence would support it. 3. What was in my control and what was not. Be specific; don't tell me "follow up more". 4. One thing to change in my process for the next similar deal, stated as a rule I can actually follow. 5. A 3-sentence message to the prospect that closes gracefully and asks one non-defensive question about their decision. Be direct with me, not brutal. Separate "you made a mistake" from "this was never going to close".
Replace every <placeholder> with your own details before you send it.
How to use it
- 1Include the timeline with dates. Most losses are visible in the gaps.
- 2Do this within a week of the loss, while you remember what was said.
- 3Keep a file of these. After five, patterns appear.
Reviewed 2026-09-20
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