Win-Loss Interview Guide template for Google Docs and Word

The first pages of the Win-Loss Interview Guide template

Every page (7)

Overview

This buyer interview template is a ready-made Google Docs guide for sales and product teams that want to know why deals were won or lost. It sets out the consent script, the background questions, the evaluation criteria, the decision and the feedback loop across seven designed pages.

Each page carries sample findings for Flintmere Distribution, a fictional wholesaler, drawn from 42 deals and 18 interviews. Make your own copy, replace the questions and deal details with your own, and keep the consent statement exactly as it is. Share the summaries rather than the recordings, so buyers stay candid.

Useful for

Interviewing buyers after a lost deal to the same rival
A quarterly review of why the team's win rate has changed
Briefing a new product manager on what buyers really value

What's included

Consent page with the script and the data we keep
Background page with deal counts and outcome shares
Evaluation page with scores, targets and status
Decision page with meeting actions and owners
Feedback page with a lessons-learned review and timeline
Guide page with steps for replacing the sample deals

How to use it

1
Click Make a copy in Google Docs, then confirm on the Google page. The copy is saved to your own Google Drive.
2
Replace the deal counts, outcome shares and quotes with your own.
3
Keep the consent statement word for word, and check it with your legal adviser.
4
Set the interview questions around one research question for the quarter.
5
Delete the guide page, then share the summary or present it from Google Docs.

What you need

Requirements

A Google account with access to Google Drive

Works with

Google Docs
Microsoft Word (download the .docx)

Questions

Are the buyers and deals real?

No. Flintmere Distribution, its buyers, rivals, deal values and quotes are fictional sample material, written to show a finished interview guide.

Can I interview buyers who are not customers?

Yes, and it is useful, but state the purpose at the start, follow the same consent script and do not pitch during the interview.

How many interviews do we need?

Twelve to twenty buyers across won and lost deals usually shows clear patterns, but report the sample size beside every finding so readers can judge.

#win-loss-analysis
#buyer-interviews
#interview-guide
#sales-research
#product-marketing
#google-docs-template

More Google Docs templates More sales templates

Win-Loss Analysis Report
Docs + Word9 pages
Free
Lost Deal Review
Docs + Word6 pages
Free
Lead Intake Webhook
n8n
Free

Also in Sales

All sales templates

Get this template