Proposal/Pitch Feedback Form
Understanding why you win or lose deals is crucial for sales success. This form collects structured feedback from prospects after proposal submissions, covering decision factors, competitor comparisons, pricing perception, and proposal quality. Whether you won or lost the deal, the insights help improve your value proposition, pricing strategy, and sales process. Essential for B2B sales teams, RFP responses, and enterprise deals.
Try the Form
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export function proposalFeedback(form: FormTs) {
// Proposal/Pitch Feedback Form - Win-Loss Analysis for Sales
// Demonstrates: RadioButton, MatrixQuestion, StarRating, Slider, conditional visibility, dynamic labels
// ============================================
// HEADER
// ============================================
form.addRow(row => {
row.addTextPanel('header', {
label: 'Proposal Feedback',
computedValue: () => 'Your honest feedback helps us improve our proposals and better serve future clients.',
customStyles: {
background: 'linear-gradient(135deg, #1e3a5f 0%, #2563eb 100%)',
color: 'white',
padding: '28px',
borderRadius: '12px',
textAlign: 'center'
}
});
});
// ============================================
// SECTION 1: Deal Outcome
// ============================================
const outcomeSection = form.addSubform('outcome', {
title: 'Deal Outcome'
});
outcomeSection.addRow(row => {
row.addRadioButton('dealOutcome', {
label: 'What was the outcome of this proposal?',
options: [
{ id: 'won', name: 'We won the deal (chose our solution)' },
{ id: 'lost-competitor', name: 'Lost to a competitor' },
{ id: 'lost-no-decision', name: 'No decision made / project postponed' },
{ id: 'lost-internal', name: 'Went with internal solution' },
{ id: 'lost-budget', name: 'Project cancelled due to budget' }
],
isRequired: true
});
});
outcomeSection.addRow(row => {
row.addTextbox('competitorName', {
label: 'Which competitor did you choose?',
placeholder: 'Competitor name',
isVisible: () => outcomeSection.radioButton('dealOutcome')?.value() === 'lost-competitor',
isRequired: () => outcomeSection.radioButton('dealOutcome')?.value() === 'lost-competitor'
});
});
// ============================================
// SECTION 2: Decision Factors
// ============================================
const decisionSection = form.addSubform('decision', {
title: () => {
const outcome = outcomeSection.radioButton('dealOutcome')?.value();
if (outcome === 'won') return 'Why You Chose Us';
return 'Decision Factors';
},
isVisible: () => !!outcomeSection.radioButton('dealOutcome')?.value(),
customStyles: () => {
const outcome = outcomeSection.radioButton('dealOutcome')?.value();
if (outcome === 'won') {
return { backgroundColor: '#d1fae5', padding: '16px', borderRadius: '8px' };
}
return { backgroundColor: '#f1f5f9', padding: '16px', borderRadius: '8px' };
}
});
decisionSection.addRow(row => {
row.addMatrixQuestion('decisionFactors', {
label: () => {
const outcome = outcomeSection.radioButton('dealOutcome')?.value();
if (outcome === 'won') {
return 'How important were these factors in choosing us?';
}
return 'How did we compare on these factors?';
},
rows: [
{ id: 'price', label: 'Price/Value', isRequired: true },
{ id: 'features', label: 'Product Features', isRequired: true },
{ id: 'reputation', label: 'Company Reputation', isRequired: true },
{ id: 'support', label: 'Support & Service', isRequired: true },
{ id: 'innovation', label: 'Innovation/Technology', isRequired: true },
{ id: 'relationship', label: 'Sales Relationship', isRequired: true },
{ id: 'implementation', label: 'Implementation Plan', isRequired: true }
],
columns: () => {
const outcome = outcomeSection.radioButton('dealOutcome')?.value();
if (outcome === 'won') {
return [
{ id: 'not-important', label: 'Not Important' },
{ id: 'somewhat', label: 'Somewhat' },
{ id: 'important', label: 'Important' },
{ id: 'very', label: 'Very Important' },
{ id: 'critical', label: 'Critical' }
];
}
return [
{ id: 'much-worse', label: 'Much Worse' },
{ id: 'worse', label: 'Worse' },
{ id: 'similar', label: 'Similar' },
{ id: 'better', label: 'Better' },
{ id: 'much-better', label: 'Much Better' }
];
},
fullWidth: true
});
});
decisionSection.addSpacer();
decisionSection.addRow(row => {
row.addRadioButton('primaryFactor', {
label: () => {
const outcome = outcomeSection.radioButton('dealOutcome')?.value();
if (outcome === 'won') {
return 'What was the single most important factor in choosing us?';
}
return 'What was the primary reason for not selecting us?';
},
options: [
{ id: 'price', name: 'Price/Budget' },
{ id: 'features', name: 'Product capabilities' },
{ id: 'experience', name: 'Industry experience' },
{ id: 'support', name: 'Support/Service quality' },
{ id: 'relationship', name: 'Sales relationship/trust' },
{ id: 'timeline', name: 'Implementation timeline' },
{ id: 'references', name: 'References/reputation' },
{ id: 'other', name: 'Other factor' }
],
isRequired: true
});
});
decisionSection.addRow(row => {
row.addTextarea('primaryFactorDetails', {
label: 'Please elaborate on this factor:',
placeholder: 'Provide more details about this decision factor...',
rows: 3,
isVisible: () => !!decisionSection.radioButton('primaryFactor')?.value()
});
});
// ============================================
// SECTION 3: Pricing Perception
// ============================================
const pricingSection = form.addSubform('pricing', {
title: 'Pricing Perception',
isVisible: () => !!decisionSection.radioButton('primaryFactor')?.value()
});
pricingSection.addRow(row => {
row.addRatingScale('pricePerception', {
label: 'How would you rate our pricing relative to the value offered?',
preset: 'custom',
min: 1,
max: 5,
lowLabel: 'Very Overpriced',
highLabel: 'Great Value',
variant: 'segmented',
alignment: 'center'
});
});
pricingSection.addRow(row => {
row.addSlider('priceVsCompetitor', {
label: 'How did our pricing compare to competitors?',
min: -50,
max: 50,
step: 5,
unit: '%',
defaultValue: 0,
isVisible: () => outcomeSection.radioButton('dealOutcome')?.value() === 'lost-competitor'
});
});
pricingSection.addRow(row => {
row.addTextPanel('priceCompareLabel', {
computedValue: () => {
const diff = pricingSection.slider('priceVsCompetitor')?.value();
if (diff === null || diff === undefined) return '';
if (diff < -20) return 'Much cheaper than competitor';
if (diff < 0) return 'Somewhat cheaper than competitor';
if (diff === 0) return 'Similar pricing to competitor';
if (diff > 20) return 'Much more expensive than competitor';
return 'Somewhat more expensive than competitor';
},
customStyles: {
textAlign: 'center',
padding: '8px',
backgroundColor: '#f8fafc',
borderRadius: '6px',
fontStyle: 'italic'
},
isVisible: () => {
const outcome = outcomeSection.radioButton('dealOutcome')?.value();
return outcome === 'lost-competitor' && pricingSection.slider('priceVsCompetitor')?.value() !== null;
}
});
});
// ============================================
// SECTION 4: Proposal Quality
// ============================================
const proposalSection = form.addSubform('proposal', {
title: 'Proposal Quality',
isVisible: () => !!pricingSection.ratingScale('pricePerception')?.value()
});
proposalSection.addRow(row => {
row.addMatrixQuestion('proposalRatings', {
label: 'Rate the quality of our proposal:',
rows: [
{ id: 'clarity', label: 'Clarity & Organization' },
{ id: 'understanding', label: 'Understanding of Your Needs' },
{ id: 'solution', label: 'Solution Fit' },
{ id: 'timeline', label: 'Realistic Timeline' },
{ id: 'professionalism', label: 'Overall Professionalism' }
],
columns: [
{ id: '1', label: 'Poor' },
{ id: '2', label: 'Fair' },
{ id: '3', label: 'Good' },
{ id: '4', label: 'Very Good' },
{ id: '5', label: 'Excellent' }
],
fullWidth: true
});
});
proposalSection.addRow(row => {
row.addCheckboxList('proposalStrengths', {
label: 'What did you like most about our proposal?',
options: [
{ id: 'thoroughness', name: 'Thoroughness' },
{ id: 'creativity', name: 'Creative approach' },
{ id: 'customization', name: 'Customized to our needs' },
{ id: 'examples', name: 'Relevant examples/case studies' },
{ id: 'presentation', name: 'Presentation quality' },
{ id: 'team', name: 'Proposed team' }
]
}, '1fr');
row.addCheckboxList('proposalWeaknesses', {
label: 'What could be improved?',
options: [
{ id: 'detail', name: 'More detail needed' },
{ id: 'pricing', name: 'Pricing breakdown' },
{ id: 'timeline', name: 'Clearer timeline' },
{ id: 'references', name: 'More references' },
{ id: 'technical', name: 'Technical depth' },
{ id: 'visuals', name: 'Visual presentation' }
]
}, '1fr');
});
// ============================================
// SECTION 5: Sales Process
// ============================================
const salesSection = form.addSubform('sales', {
title: 'Sales Experience',
isVisible: () => !!proposalSection.matrixQuestion('proposalRatings')?.value()
});
salesSection.addRow(row => {
row.addStarRating('salesRepRating', {
label: 'How would you rate your sales representative?',
maxStars: 5,
size: 'lg',
alignment: 'center'
});
});
salesSection.addRow(row => {
row.addMatrixQuestion('salesProcess', {
label: 'Rate the sales process:',
rows: [
{ id: 'responsiveness', label: 'Responsiveness' },
{ id: 'knowledge', label: 'Product Knowledge' },
{ id: 'listening', label: 'Listening to Needs' },
{ id: 'followup', label: 'Follow-up Quality' },
{ id: 'pressure', label: 'Non-Pressuring Approach' }
],
columns: [
{ id: '1', label: 'Poor' },
{ id: '2', label: 'Fair' },
{ id: '3', label: 'Good' },
{ id: '4', label: 'Very Good' },
{ id: '5', label: 'Excellent' }
],
fullWidth: true
});
});
// ============================================
// SECTION 6: Future Relationship
// ============================================
const futureSection = form.addSubform('future', {
title: 'Future Relationship',
isVisible: () => !!salesSection.starRating('salesRepRating')?.value()
});
futureSection.addRow(row => {
row.addRatingScale('futureConsideration', {
label: () => {
const outcome = outcomeSection.radioButton('dealOutcome')?.value();
if (outcome === 'won') {
return 'How likely are you to work with us again?';
}
return 'How likely are you to consider us for future opportunities?';
},
preset: 'nps',
showSegmentColors: true,
showCategoryLabel: true,
alignment: 'center'
});
});
futureSection.addRow(row => {
row.addCheckboxList('futureOpportunities', {
label: 'Would you be interested in hearing from us about:',
options: [
{ id: 'similar', name: 'Similar projects in the future' },
{ id: 'other-products', name: 'Other products/services' },
{ id: 'updates', name: 'New features/capabilities' },
{ id: 'thought-leadership', name: 'Industry insights' },
{ id: 'none', name: 'Prefer not to be contacted' }
],
isVisible: () => {
const score = futureSection.ratingScale('futureConsideration')?.value();
return score !== null && score !== undefined && score >= 5;
}
});
});
futureSection.addSpacer();
futureSection.addRow(row => {
row.addTextarea('additionalFeedback', {
label: 'Any additional feedback or advice for us?',
placeholder: 'What could we do differently next time? Any other thoughts?',
rows: 4
});
});
// ============================================
// SECTION 7: Summary
// ============================================
const summarySection = form.addSubform('summary', {
title: 'Feedback Summary',
isVisible: () => futureSection.ratingScale('futureConsideration')?.value() !== null
});
summarySection.addRow(row => {
row.addTextPanel('summaryContent', {
computedValue: () => {
const outcome = outcomeSection.radioButton('dealOutcome')?.value();
const primaryFactor = decisionSection.radioButton('primaryFactor')?.value();
const pricePerception = pricingSection.ratingScale('pricePerception')?.value();
const salesRep = salesSection.starRating('salesRepRating')?.value();
const futureScore = futureSection.ratingScale('futureConsideration')?.value();
if (!outcome) return '';
const outcomeLabels: Record<string, string> = {
'won': '🎉 Won',
'lost-competitor': '❌ Lost to Competitor',
'lost-no-decision': '⏸️ No Decision',
'lost-internal': '🏠 Internal Solution',
'lost-budget': '💰 Budget Cancelled'
};
const factorLabels: Record<string, string> = {
'price': 'Price/Budget',
'features': 'Product Capabilities',
'experience': 'Industry Experience',
'support': 'Support Quality',
'relationship': 'Sales Relationship',
'timeline': 'Timeline',
'references': 'References',
'other': 'Other'
};
let summary = '📊 Win/Loss Analysis Summary\n';
summary += '═'.repeat(30) + '\n\n';
summary += `Outcome: ${outcomeLabels[outcome] || outcome}\n`;
if (primaryFactor) {
summary += `Primary Factor: ${factorLabels[primaryFactor] || primaryFactor}\n`;
}
if (pricePerception) {
const priceLabel = pricePerception >= 4 ? 'Good Value' :
pricePerception === 3 ? 'Fair' : 'Overpriced';
summary += `Price Perception: ${priceLabel}\n`;
}
if (salesRep) {
summary += `\nSales Rep: ${'⭐'.repeat(salesRep)}`;
}
if (futureScore !== null && futureScore !== undefined) {
const futureLabel = futureScore >= 9 ? 'Very Likely' :
futureScore >= 7 ? 'Likely' :
futureScore >= 5 ? 'Maybe' : 'Unlikely';
summary += `\nFuture Consideration: ${futureScore}/10 (${futureLabel})`;
}
return summary;
},
customStyles: () => {
const outcome = outcomeSection.radioButton('dealOutcome')?.value();
const baseStyles = {
padding: '16px',
borderRadius: '8px',
whiteSpace: 'pre-wrap',
fontFamily: 'monospace',
fontSize: '14px'
};
if (outcome === 'won') {
return { ...baseStyles, backgroundColor: '#d1fae5', borderLeft: '4px solid #10b981' };
} else {
return { ...baseStyles, backgroundColor: '#fee2e2', borderLeft: '4px solid #ef4444' };
}
}
});
});
// ============================================
// FORM CONFIGURATION
// ============================================
form.configureSubmitButton({
label: 'Submit Feedback',
isVisible: () => futureSection.ratingScale('futureConsideration')?.value() !== null
});
form.configureCompletionScreen({
type: 'text',
title: () => {
const outcome = outcomeSection.radioButton('dealOutcome')?.value();
if (outcome === 'won') {
return 'Thank You for Choosing Us!';
}
return 'Thank You for Your Candid Feedback!';
},
message: () => {
const outcome = outcomeSection.radioButton('dealOutcome')?.value();
if (outcome === 'won') {
return 'We\'re excited to work with you! Your feedback helps us understand what we\'re doing right and continue to improve.';
}
return 'Your honest feedback is invaluable in helping us improve our proposals and better serve future clients. We hope to have the opportunity to work together in the future.';
}
});
}
Frequently Asked Questions
Should I survey both won and lost deals?
Yes! Won deals reveal your strengths and why customers choose you. Lost deals expose gaps and competitive weaknesses. Both are valuable for different reasons.
How do I get honest feedback on lost deals?
Consider using a neutral third party or making the survey anonymous. Prospects are more honest when they don't fear hurting the salesperson's feelings or damaging the relationship.
When is the best time to send this survey?
Send within 1-2 weeks of the decision while details are fresh. For complex deals, wait until any transition activities are complete but not so long that details are forgotten.
How do I use this data to improve win rates?
Look for patterns: Are you losing on price? Features? Trust? Use insights to adjust pricing strategy, improve product positioning, create better sales materials, or address common objections.
Should salespeople see their individual feedback?
This depends on your culture. Individual feedback helps reps improve but may discourage honest responses. Consider sharing aggregated trends and only specific feedback when actionable.