The Deal
Autopsy Protocol.
The Executive Verdict
"You do not learn from Winning. You learn from Losing. The Amateur hides their losses to protect their ego. The Professional dissects the corpse. By performing a 'Blameless Post-Mortem,' we transform expensive failures into tuition for future success."
- Game Tape: Memory is a liar.
- 5 Whys: Find the Root Cause.
- Blameless: Attack Process, not People.
2. The Economic Reality (Cost of Ignorance)
Loss Rate is a compounding tax. If you lose the deal and learn nothing, the money is Wasted. If you learn why, it is Tuition.
| Metric | Gut Feeling (Amateur) | Deal Autopsy (Pro) |
|---|---|---|
| Reason for Loss | "Price" (Generic Excuse) | "Failed to quantify ROI" (Specific) |
| Data Source | Rep's Memory (Biased) | Call Recording (Objective) |
| Outcome | Excuses & Stagnation | Action & Compounding Growth |
4. The Algorithm (5-Step Autopsy)
The Timestamp (24 Hour Rule)
Do it while the body is warm. Memory degrades exponentially.
The "Game Tape" Review
Don't ask the rep. Watch the recording. Look for the "Shift" in tone.
The "5 Whys" Analysis
Why? Said it was expensive.
Why? Didn't see ROI.
Why? We didn't build business case.
Root Cause: Skipped "Impact" question in Discovery.
The Exit Interview
Radical Vulnerability. Ask the prospect for the truth.
5. The Scripts (Extracting Truth)
"Hi [Name], I saw you decided not to move forward. I completely respect that—no hard feelings.
I'm trying to build the best product for [Industry], and I can't do that if I don't know where we are failing.
Could you be brutally honest: Where did we miss the mark? Was it price? Features? Or did we just explain it poorly?
You won't hurt my feelings. I just want to learn.
7. Technical Implementation (CRM)
The Mandatory Pop-Up
Configure CRM to force a form on "Closed Lost":
1. Reason (Dropdown).
2. Competitor (Dropdown).
3. Autopsy Note (Min 50 chars).
The Logic Rule
Do not include "Other" in the dropdown. "Other" is a data dumpster. Force them to choose.
9. The Connection
Too painful to listen?
The Exeluma "Autopsy AI" listens for you. It transcribes calls and identifies the "Loss Signal" automatically.