# Hear why the deal was won—or lost

> Ask buyers what shaped their decision while the evaluation is still recent, without scheduling a formal interview for every opportunity.

Canonical URL: https://superforms.co/use-cases/voice-win-loss-interviews

## The reason written in the CRM is rarely the whole decision

“Price,” “timing,” and “went with a competitor” are useful labels, but they do not explain the turning point. Sales teams also hear the answer through the lens of the deal they just worked.

A buyer-facing voice form creates a little distance and makes it easy to explain the evaluation, internal concerns, alternatives, and moment the decision became clear.

## How it works

1. **Send the request after the decision.** Keep the invitation neutral and make it clear that honest feedback is more useful than praise.
2. **Ask about the path, not only the outcome.** Let the buyer describe priorities, doubts, alternatives, and the moment the decision shifted.
3. **Return the evidence to the team.** Use the transcripts to improve positioning, qualification, onboarding, and the product—not to relitigate one deal.

## Example prompt

> Create a voice win-loss form for buyers who recently completed an evaluation. Ask what triggered the search, which alternatives they considered, what mattered most, and when the decision became clear.

## What the person answering experiences

- A neutral request that welcomes critical feedback
- Voice or text without another calendar meeting
- Questions about the decision process rather than the salesperson
- No requirement to create an account

## Good for

- B2B sales evaluations
- Competitive positioning research
- Founder-led sales learning
- Understanding no-decision outcomes

Learn from the decision in the buyer’s language, not only the pipeline label.

## Get started

- Create a form: https://superforms.co/
- Install Superforms for your agent: https://superforms.co/agent-setup
- Browse all use cases: https://superforms.co/use-cases