--- title: "Go beyond Win/Loss reports to find out why others chose \"None of the Above\"" --- This is a search field with an autosuggest feature attached. - There are no suggestions because the search field is empty. # Go beyond Win/Loss reports to find out why others chose "None of the Above" ![Bob Apollo](https://app.hubspot.com/settings/avatar/78fa41976d534cacbb0e22e151bc6816) Post by [Bob Apollo](https://www.inflexion-point.com/blog/author/bob-apollo) October 19, 2008 Vendors who have the discipline to complete win/loss reports usually uncover valuable insights. But concentrating only on wins and losses, and ignoring the growing number of deals that end in "no decision" is really missing a trick! Most of our clients - who tend to be B2B focused, and sell into complex sales environments - find win/loss reports useful. But most of these reports end up focusing on why the customer chose one vendor over another - and not why the prospect chose to buy anything. We've found that surveying prospects who ended up doing nothing can generate profound insights into why buying processes often stall or stop part-way through the cycle - and what vendors can do about it. By paying particular attention to the circumstances under which the buying process was initiated - and understanding the trigger event that set the process going in the first place - vendors can learn a great deal about how momentum is created and maintained in the buying process... ...And armed with better insights into what commonly causes prospects to abandon the exercise, vendors can put themselves in a much better position to develop sales tools and coach sales people to help sustain the buying momentum. Last, but not least, if you want accurate, unbiased feedback, please don't ask the sales person - or anyone with a direct vested interest to complete the win/loss/no decision report. We've proved time after time that conducting these reports from an independent perspective creates true insight rather than CYA behaviour. Win-loss reports are proving an increasingly popular element of our [Buyer's Journey](https://www.inflexion-point.com/home/the-buyers-journey/) programmes - please [drop me a line](mailto:%20bob.apollo@revenue-insights.com) if you would like to learn more. ###### Tags: [B2B Buying Process, ](https://www.inflexion-point.com/blog/topic/b2b-buying-process) [Complex Sales](https://www.inflexion-point.com/blog/topic/complex-sales) ![Bob Apollo](https://app.hubspot.com/settings/avatar/78fa41976d534cacbb0e22e151bc6816) Post by [Bob Apollo](https://www.inflexion-point.com/blog/author/bob-apollo) October 19, 2008 Bob Apollo is a Fellow of the Institute of Sales Professionals, a regular contributor to the International Journal of Sales Transformation and Top Sales World Magazine, and the driving force behind Inflexion-Point Strategy Partners, the leading proponents of outcome-centric selling. Following a successful corporate career spanning start-ups, scale-ups and market leaders, Bob now works as a strategic advisor, mentor, trainer and coach to ambitious B2B sales organisations - teaching them how to differentiate themselves through their provably superior approach to achieving their customer's desired outcomes. [Follow me on my website](https://www.inflexion-point.com) [Follow me on LinkedIn ](https://uk.linkedin.com/in/bobapollo) [Follow me on Twitter ](https://twitter.com/bobapollo) ### Comments ###### Related Articles ### [Can sales + marketing agree on what an ideal prospect looks like?](https://www.inflexion-point.com/Blog/bid/34512/Can-sales-marketing-agree-on-what-an-ideal-prospect-looks-like) Posted by **[Bob Apollo](https://www.inflexion-point.com/blog/author/bob-apollo),** **Jul 15, 2010** It’s an old story, but one that I still hear far too often. Salespeople complaining that marketing never generates any ... ### [Only 3 things matter when qualifying a sales opportunity...](https://www.inflexion-point.com/Blog/bid/50331/Only-3-things-matter-when-qualifying-a-sales-opportunity) Posted by **[Bob Apollo](https://www.inflexion-point.com/blog/author/bob-apollo),** **Nov 08, 2010** There are few things more impressive than a consistently successful sales person. Over the years, I’ve sought to identify ... ### [The Sale Isn’t Over When You Book the Order](https://www.inflexion-point.com/Blog/bid/53946/The-Sale-Isn-t-Over-When-You-Book-the-Order) Posted by **[Bob Apollo](https://www.inflexion-point.com/blog/author/bob-apollo),** **Jan 04, 2011** We all know how challenging it can be to win new business. Gaining a new customer’s commitment is justifiable cause for ... 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