Free Competitor Comparison Survey
Send a win/loss survey to closed deals — capture competitors compared, tie-breaker reasons and the one thing that would have flipped the decision.
Quick answer
Send this after a deal closes to capture which competitors were compared, the tie-breaker reasons and the single change that could have flipped the outcome. Lost-deal respondents are a selective group, so trust the recurring patterns over any one reply.
About this template
Conversion dashboards tell you deals slipped; they never tell you why. This survey routes won and lost respondents down separate paths, captures the actual consideration set, ranks the tie-breaker reasons and exports reason codes your sales enablement, product and positioning teams can share.
Live Preview
Sample form preview (fillable once the app is published).
What's Included
Everything you need to run this survey.
Consideration-set capture
Which vendors were seriously evaluated.
Won / lost branching
Different questions for each outcome.
Feature-gap ranking
What the winner had that you didn't.
Reason-code export
Clean codes for CRM and enablement.
How It Works
From copy to deliverable in four steps.
Copy template
One-click import into your FormLM workspace — free.
Split won / lost branches
First question routes each group down the right path.
Send from the deal owner
Personal asks get 3× the reply rate of a no-reply address.
Feed the CRM
Export reason codes so sales, product and marketing share the picture.
Who Is This For
Pick your role — see how it fits your workflow.
Revenue leaders
Turn a slipped-deal list into a repeatable objection map.
Product managers
Prioritize the roadmap on feature gaps that actually cost deals.
Positioning & sales enablement
Refresh battlecards with the exact words buyers used.
Key Features
What makes this template work as a professional deliverable.
- Consideration-set multi-select
- Won / lost branching logic
- Deal-tie-breaker reason ranking
- Feature-gap and pricing-sensitivity fields
- Would-flip-it counterfactual
- Exportable reason codes for CRM
- Free to copy, customize and rebrand
Sample Questions Inside
A preview of real questions.
- Which vendors did you seriously consider before choosing? (multi)
- What was the single biggest reason you chose us? (open)
- What was the single biggest reason you did not choose us? (open, lost branch)
- Rate the feature gaps that mattered most (1–5 grid)
- Was price the deciding factor? (yes / no / partly)
- What one thing would have flipped your decision? (open)