Use case · Closed lost

Learn why the buyer chose another direction.

A closed lost reason is only useful when it reflects what influenced the buyer's decision.

TellPenny gives the buyer a simple way to share the primary reason the company was not selected. Penny can then optionally ask a few short follow up questions to uncover more useful context.

Start free See how it works

30 day free trial · No credit card required

TellPenny on behalf of Brightwell SystemsInbox

Brightwell Systems would like to better understand what influenced your decision.

Another solution was a better fit
The project was delayed or cancelled
The price or commercial terms did not work
The product did not meet an important requirement
The implementation appeared too difficult
We decided not to make a change

No written explanation is required. Select the option that best reflects your decision.

Ghosted, price, and no decision rarely tell the whole story.

Closed lost data is often entered by the salesperson based on limited information. The recorded reason may describe what the seller believes happened rather than what mattered most to the buyer.

That makes it difficult for sales leaders, product teams, and marketing teams to identify meaningful patterns.

How TellPenny helps

Step 01
Ask for the primary reason
The buyer selects the option that best explains why the evaluation ended or why another direction was chosen.
Step 02
Let Penny uncover the context
When the buyer chooses to continue, Penny asks a few optional questions based on the initial response.
Step 03
Turn responses into company insight
TellPenny organizes buyer responses into consistent categories that teams can review over time.

Penny · AI follow up assistantOptional

Thanks, that helps. What mattered most when the other solution was selected?

It was easier to implementIt had capabilities we neededIt integrated better with our systemsThe commercial terms worked betterWe had more confidence in the teamAnother reason

Initial CRM reason

Lost to competitor

Buyer verified context

The competing product appeared easier to implement and already integrated with the buyer's existing systems.

Improve qualification

Identify whether deals are being lost because budget, urgency, decision authority, or executive support was never established.

Strengthen positioning

See where buyers misunderstand the product or do not recognize meaningful differentiation.

Improve competitive strategy

Understand which alternatives buyers select and why they appear stronger.

Improve the business case

Learn when a price related loss is actually caused by unclear value or insufficient urgency.

Guide product decisions

Surface recurring product gaps, integration requirements, and implementation concerns.

Coach using buyer evidence

Give sales leaders feedback based on buyer reported patterns rather than only internal interpretation.

Closed lost data should do more than explain the past. It should help improve the next deal.

Improve your closed lost insight

Other use cases

Customer goes quiet

Get a clear update when an evaluation becomes quiet.

Closed won

Learn what influenced a successful purchase.

Understand every loss with buyer evidence.

Collect consistent, buyer verified reasons your whole team can learn from.

Start your free trial See how it works