Template Questions
All 9 Sales Feedback Questions
Nine questions covering the complete buyer experience. Question 3 (needs understanding) is your consultative selling quality metric — consistently low scores indicate sales teams are pitching before diagnosing. Buyers who feel truly understood are significantly more likely to buy and expand. Question 8 (decision outcome) segments your data — comparing dimension scores between won and lost deals reveals the exact process factors that determine which way a decision goes.
01How would you rate your overall experience working with our sales team?Scale 1–5
02How responsive and timely was the sales team throughout the process?Scale 1–5
03How well did the sales team understand your specific needs and goals?Scale 1–5
04How relevant and well-tailored were the proposals or presentations you received?Scale 1–5
05How clear and transparent was the pricing and commercial process?Scale 1–5
06How much did the sales team build your trust and confidence during the process?Scale 1–5
07Compared to other vendors you evaluated, how did our sales experience compare?Scale 1–5
08What was the outcome of your evaluation process?Multiple Choice
09What could we have done differently to better serve you during this process?Open Text
Won vs. Lost Analysis
The Insight You Only Get From Both
✓ Won deals typically score higher on
🎯 Needs understanding (Q3) — felt truly heard
🤝 Trust built (Q6) — credibility established early
📄 Proposal relevance (Q4) — tailored, not templated
✗ Lost deals typically score lower on
💬 Needs understanding (Q3) — pitch before diagnosis
💰 Pricing clarity (Q5) — confusion or sticker shock
⚡ Responsiveness (Q2) — slow follow-up signals risk
The dimensions with the largest gap between won and lost deal scores are your primary win-rate levers. Focus sales coaching on closing those specific gaps — not on the dimensions where won and lost deals score similarly.
Sample Results
Your Sales Feedback Dashboard
After 44 post-deal surveys across 3 months for a B2B SaaS company, the needs understanding gap in lost deals revealed that discovery calls were too short and too product-focused — a discovery framework change increased win rate from 27% to 38% over the following quarter:
Sales Feedback · 44 responses · Q1 2026Won: 28 · Lost: 16
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Overall experience
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vs. competitors
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Win rate
Responsiveness4.4 / 5
Needs understanding3.4 / 5
Proposal quality4.0 / 5
Pricing clarity3.7 / 5
Trust built4.1 / 5
FAQ
Frequently Asked Questions
Is this sales feedback survey template free?
Yes. Free forever with no signup. Up to 100 responses free. Pro ($19/month) allows 10,000 responses and won vs. lost deal tracking analytics.
Should I survey prospects who didn't buy as well as customers who did?
Absolutely — lost deal feedback is often more actionable than won deal feedback. Prospects who didn't buy tell you exactly why: price, trust deficit, competitor advantage, or an unaddressed need. Win data tells you what you're doing right; lost data tells you what to fix. Survey both but analyse separately.
What is buyer experience and why does it matter?
Buyer experience is the quality of the purchasing journey — responsiveness, consultative understanding, proposal quality, and trust. Research consistently shows that in B2B sales, buyer experience is as important as product quality and price in final vendor selection. Companies with excellent buyer experience win at higher rates and command better prices.
How do I use sales feedback to improve win rate?
Compare scores between won and lost deals. Dimensions with significant gaps between the two groups are your conversion levers. If trust scores are lower in lost deals — invest in case studies. If needs understanding is lower — invest in discovery training. Don't optimise dimensions where won and lost deals score similarly.
Should this survey be anonymous?
No — for sales feedback, knowing which prospect responded allows you to link data to specific deals, reps, and pipeline stages. Tell respondents their feedback informs aggregate process improvements and rep coaching — never individual disciplinary action. Transparency increases honest response rates.
When should I send this survey?
2–5 days after deal close (won or lost) while the experience is fresh. For longer enterprise sales cycles, consider a mid-cycle pulse at proposal stage as well. Review monthly for team trends and quarterly for individual rep coaching.
Can I use this for SaaS sales?
Yes. For SaaS sales, Q3 (needs understanding) and Q5 (pricing clarity) are most impactful — SaaS buyers consistently cite poor needs discovery and confusing pricing tiers as the top non-purchase reasons. High sales experience scores also set positive expectations for the customer success handoff.
What is consultative selling and how does this survey measure it?
Consultative selling prioritises understanding buyer needs before presenting a solution. Q3 directly measures this quality. Consistently low scores — even in won deals — indicate sales are winning despite their process. Buyers who feel truly understood are more likely to become long-term customers and expand accounts.
Is this sales process feedback survey template free?
Yes. Free forever with no signup required from you or your prospects and customers. Up to 100 responses per survey on the free plan. Pro ($19/month) allows 10,000 responses and response timeline analytics for tracking win-rate and buyer experience trends across sales cycles.
What questions should a sales process feedback survey include?
Effective sales process surveys cover: overall sales experience rating, responsiveness of the sales team, how well sales understood buyer needs and goals, quality of proposals or demonstrations, pricing transparency and clarity, trust and credibility built during the process, comparison to other vendors evaluated, purchase decision outcome, and open feedback. This template covers all nine dimensions.
What is buyer experience and why does it matter for B2B sales?
Buyer experience is the quality of the purchasing journey — responsiveness, consultative understanding, proposal quality, and trust — as experienced by the prospect. Research consistently shows that in B2B sales, buyer experience is as important as product quality and price in final vendor selection. Companies with excellent buyer experience win at higher rates and command better prices — both directly attributable to how the sales process feels, not just what the product does.
What is win-rate analysis and how does this survey support it?
Win-rate analysis examines why deals are won or lost across sales cycles. This survey provides the buyer-side data for win-rate analysis — comparing dimension scores (responsiveness, trust, needs understanding) between won and lost deals reveals which sales process factors most strongly predict purchase decisions. Low 'needs understanding' scores in lost deals consistently indicate that sales are pitching a solution before diagnosing the problem.
How do I use sales feedback data to improve win rate?
Compare scores between won and lost deals. Dimensions with significant gaps between the two groups are your conversion levers. If trust scores are lower in lost deals — invest in social proof and case studies. If needs understanding is lower — invest in discovery training. If proposal quality is lower — invest in proposal templates and demos. Don't optimise dimensions where won and lost deals score similarly.
Can I use this for channel and partner sales?
Yes. For channel and partner sales, adjust the framing to reflect the partner experience rather than the direct buyer experience. Replace 'sales team' with 'partner team' or 'channel manager', and add context about the specific partner relationship in the introduction. Partner feedback on sales enablement, deal registration processes, and co-sell support is equally valuable for revenue operations.
How often should I run the sales process feedback survey?
Send within 2-5 days of deal close (won or lost) while the experience is fresh. For longer enterprise sales cycles, consider a mid-cycle pulse at proposal stage as well. Review aggregated data monthly for team-level trends and quarterly for individual rep coaching. Annual analysis comparing win-rate trends to survey score trends validates whether process improvements are converting to commercial results.
What is deal velocity and how does buyer experience affect it?
Deal velocity is how quickly a deal moves through the sales pipeline from first contact to decision. Buyer experience directly affects deal velocity — prospects who feel understood, trust the sales team, and receive clear proposals make decisions faster. Low responsiveness scores (Q2) and low pricing clarity scores (Q5) are the two dimensions most strongly associated with stalled deals and extended sales cycles.
Can this survey work for SaaS and subscription product sales?
Yes. For SaaS sales, Q3 (needs understanding) and Q5 (pricing clarity) are the most impactful dimensions — SaaS buyers consistently cite poor needs discovery and confusing pricing tiers as reasons for not proceeding. The post-deal survey also sets expectations for the customer success handoff — buyers who gave high sales experience scores are primed for a positive onboarding relationship.
What is revenue operations (RevOps) and how does buyer experience data support it?
Revenue operations (RevOps) aligns marketing, sales, and customer success to optimise the full revenue lifecycle. Buyer experience survey data is a core RevOps input — it identifies friction points in the buyer journey that affect conversion rates, deal velocity, and customer lifetime value. Connecting survey dimension scores to CRM win/loss data and pipeline metrics gives RevOps teams the evidence base for process investments and rep enablement priorities.
Know exactly why deals close — and why they don't
9 questions. Won and lost deal analysis. Send 2–5 days after decision.
Use This Template — FreeNo signup required · Free up to 100 responses · Pro from $19/month