Framework
Six question areas for win-loss interviews
The six areas a win-loss interview should cover, each with starter questions: what triggered the search, how the buyer evaluated, how vendors compared, how the sales process felt, what tipped the decision and how they saw each vendor. Keep this core the same across interviews so themes can be counted over time, and add open follow-ups for depth. Koji's AI interviewer can ask the same core to every buyer and probe each answer.
Where this appears
What's in this framework
- Decision context: What triggered the search? What problem were you solving?
- Evaluation process: Who was involved? What criteria mattered most? How did you shortlist?
- Competitive comparison: How did vendors compare on key criteria? What stood out?
- Sales experience: How was the sales process? What helped or got in the way?
- Decision drivers: What tipped the decision? What was the number one factor?
- Perception: What did you see as each vendor's strengths and weaknesses?
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<a href="https://www.koji.so/visuals/win-loss-interview-six-question-areas"><img src="https://www.koji.so/visuals/win-loss-interview-six-question-areas/win-loss-interview-six-question-areas.png" alt="Framework of six win-loss interview question areas: decision context, evaluation, competitive comparison, sales experience, decision drivers and perception." width="1080" height="1080" /></a>
<p>Source: <a href="https://www.koji.so/visuals/win-loss-interview-six-question-areas">Six question areas for win-loss interviews</a>, Koji</p>
