This session explores advanced interviewing techniques crucial for extracting actionable insights from win/loss interviews. Moving beyond surface-level responses requires skilled probing and a nuanced understanding of buyer motivations. We'll delve into methodologies like the "5 Whys" and "laddering" to uncover the underlying reasons behind purchasing decisions. Learn how to identify hidden objections, understand competitive differentiators from the customer's perspective, and extract specific examples to validate findings. Key learnings: - Master probing techniques to uncover the "why" behind decisions, not just the "what." - Structure interviews for a natural flow while maintaining focus on key objectives. - Translate interview insights into actionable recommendations for sales, marketing, and product development.