Lost Deal Reason Codes and Monthly Review Sheet
Write down why you lost, review it monthly, and fix one thing. Print it (Ctrl/Cmd + P) or copy it for your team. From SB Help Group.
1. Starter reason codes (keep it to 6 to 8)
- Price
- Timing (not now, maybe later)
- Went with a competitor (who, if known: )
- No response after quote or first call
- Slow response (someone else got there first)
- Not a fit (service, area, job size)
- Trust or info gap
- Decided not to do it
2. The rule
- No deal is marked lost without a reason from the list
- The person who had the conversation picks the reason
- One line of notes if there's something specific
3. One honest check-in (only with people who agreed to hear from you)
Check-in scriptOne messageHi [Name], it's [Your name] with [Company]. Totally understand you went another way. Would you mind telling me what tipped it? It helps me get better. Either way, thanks for considering us.
- One check-in only, never a campaign
- If they ask not to be contacted, respect it and note it in their record
4. Tracking fields (every lost deal)
| Deal / contact | Date lost | Owner | Reason code | Notes | Check back? (timing losses, with permission) |
|---|---|---|---|---|---|
5. Monthly 20-minute review
- Lost deals this month:
- Top reason: (count: )
- Second reason: (count: )
- The ONE fix we'll run next month:
- Did last month's top reason go down? Yes / No
Quick fixes by reason
- No response: follow-up task with a date and owner on every quote
- Slow response: tighten new-lead callback time
- Price: explain value better before cutting price
- Trust or info gap: add reviews, photos, FAQ or a what-to-expect sheet to quotes
- Not a fit: tighten who your marketing talks to
Want to see how this fits your business? Book a walkthrough, or read Why Did You Lose That Deal? Track Lost Reasons So You Stop Losing the Same Way.
— Dan Hanna, founder, SB Help Group