The Significance of Lost Sales Surveys in Understanding Customer Behaviour

In the dynamic world of business and marketing, staying ahead of the curve often involves understanding why customers choose not to buy a product or service. Lost sales surveys are a valuable tool that can provide crucial insights into the minds of potential customers who decided not to make a purchase. In this blog, we’ll delve into what lost sales surveys are, why they are essential, and how they can benefit your business. 

customer lost sales surveys

What Are Lost Sales Surveys?

Lost sales surveys, also known as exit surveys or non-purchase surveys, are research methods used to gather feedback and information from individuals who were interested in a product or service but ultimately chose not to buy. These surveys are typically conducted immediately after a potential customer has interacted with your business, such as visiting a store, browsing your website, or engaging with your sales team. The goal is to capture their reasons for not making a purchase and to gain insights into their decision-making process.

The Key Components of Lost Sales Surveys

Lost sales surveys typically consist of a set of questions designed to uncover the specific reasons behind a non-purchase decision. These questions might include:

Reason for Not Purchasing: This is the core question, asking the individual to specify why they chose not to buy.

Satisfaction with the Product/Service: Inquire about their level of satisfaction with the product or service they were considering.

Pricing Concerns: Determine if the price was a significant factor in their decision.

Competitor Comparison: Ask whether they considered similar products or services from competitors.

Customer Service Experience: Assess their satisfaction with interactions with your sales or support team.

Suggestions for Improvement: Encourage them to provide constructive feedback on how you can enhance their experience.

Why Are Lost Sales Surveys Essential?

Insight into Customer Behaviour: Lost sales surveys provide valuable data on customer behaviour, helping you understand the thought process behind their decisions not to purchase.

Improvement Opportunities: By identifying pain points and concerns, you can make informed improvements to your products, services, and customer experience.

Competitive Analysis: Gain insights into your competition by understanding why customers may choose them over your business.

Data-Driven Decision-Making: With survey data, you can make informed decisions based on real customer feedback, increasing the likelihood of success.

How Can Lost Sales Surveys Benefit Your Business?

Enhance Product or Service Offerings: Use survey feedback to tailor your offerings to better meet customer needs and expectations.

Fine-Tune Marketing Strategies: Identify gaps in your marketing efforts and adjust your strategies to convey the right message to potential customers.

Improve Customer Experience: Enhance the overall customer experience, making it more likely that potential customers will convert in the future.

Lost sales surveys are a valuable tool for businesses seeking to understand why potential customers choose not to make a purchase. By collecting feedback on non-purchase decisions, you can gain critical insights, drive improvements, and make informed, data-driven decisions that can lead to increased success and growth.

Understanding the “why” behind lost sales can be a powerful asset in today’s competitive business landscape.

Talk to the team at My View Research to find out how we can support with your lost customer or lost sales surveys and unlock valuable feedback. To find out more, visit –