Win Loss is a Cooperative Relationship Business: You need to treat people the way they like to be treated throughout the process. It starts with soliciting feedback for the win loss questions from multiple people in relevant departments such as sales, marketing, product management, PR and executives. The next touch point is the internal interviews you conduct before reaching out to customers. With the customer, you want to engage early and frequently throughout the sales process. Remember that the recommendations you make at the conclusion of your win loss report can impact people’s jobs. Be sensitive to company politics and face saving in your loss reports.