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No signup required · 9 questions · B2B buyer experience & sales process survey
✓ Closed Won
📊 Win Rate +12%
🔍 Deal Analysis
💬 Buyer Voice
Sales Process TemplateFree

Free Sales Process
Feedback Survey
Template

9 questions on responsiveness, needs understanding, proposal quality, pricing clarity, and trust. Know exactly why deals close — and why they don't.

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No signup required · Free forever · Ready in 60 seconds

Survey both
Won and lost deals — lost data is more actionable than won
Q3
Needs understanding — the consultative selling quality metric
2–5 days
After deal close — won or lost — while experience is fresh
SD
RO
AE

Built for sales directors, revenue ops & account executives

Deal Feedback Post-decision
How was your experience working with our sales team?
9 questions · Under 3 minutes · All feedback welcomed
1 of 9
Live demo
✓ Won and lost deal insights
✓ Rep-level coaching data
✓ Win-rate analysis
✓ Live results dashboard
✓ Up to 100 responses free
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
—
Overall experience
—
vs. competitors
—
Win rate
Responsiveness4.4 / 5
Needs understanding3.4 / 5
Proposal quality4.0 / 5
Pricing clarity3.7 / 5
Trust built4.1 / 5
Q4 24Q1 25Q2 25Q3 25Q1 26
🔒
Compare won vs. lost deal scores over time
Track whether win-rate improvements correlate with specific dimension score improvements. CSV export for CRM and pipeline analysis.
Unlock with Pro — $19/month
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.

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 — Free

No signup required · Free up to 100 responses · Pro from $19/month