This is an example of an interview template I've used for win-loss calls. Win-loss calls are a component of developing competitive intelligence to improve sales win rate.

1. Win-Loss Analysis Company Date
Interview Sheet Name Win/Loss
Title Price
Phone
Basic Questions
Usual role/role in decision process
Why in market/pain points
Did you go through RFP
How did you create RFP
Why didn't we win your business
Market
How did you first hear about our company
Where did you find info on our company
What other vendors did you look at
Did any vendors say anything about us
Decision Criteria
Most important evaluation criteria
Tell me about evaluation process
What research did you conduct
Did you view website/social media
What features were most important
What vendor and why
What were strengths and weaknesses
What excited you about the solution
Process
What was perception of our sales team
Did you meet with anyone else
How was knowledge and responsiveness
What was your perception of our company
How did you like our presentation
How would you rate our demo
What were our strengths and weaknesses
What didn't you like about our approach
What feature was cool or excited you
Pricing
How important was price in decision
How did our pricing compare
Was our pricing clear
Were you able to see our value
Wrap-up
What advice would you give us
Any other comments or suggestions