Structure · Playbooks & SOPs
Write an SOP for Lost-Deal Closeout and Cleanup
Define the exact steps reps must take when a deal is lost so reasons get captured, nurture starts, and the pipeline stays clean.
When to use
Use when your pipeline carries dead deals for weeks, lost reasons are vague ('not a fit'), or you can't tell which deals are coachable losses vs. unqualified from the start. Best paired with a quarterly lost-deal review. Also useful before any forecast or board update.
The prompt
You are a sales manager at a digital marketing agency writing the SOP for closing out lost deals cleanly. Agency: [AGENCY_NAME] — services: [SERVICES] | CRM: [CRM_TOOL] | current lost-reason categories: [LOST_REASONS] | nurture system: [NURTURE_SYSTEM] | who currently does closeout: [CURRENT_OWNER] Write a Lost-Deal Closeout SOP for [AGENCY_NAME] that every rep must follow within 48 hours of marking a deal lost. - This is an SOP (rule), not a coaching framework. - Must include: 48-hour SLA, required lost-reason taxonomy (use [LOST_REASONS] and refine), required final email to the prospect, handoff trigger into [NURTURE_SYSTEM], CRM field cleanup list, and conditions for re-opening. - Reject vague reasons like 'not a fit' — force specificity. - Under 550 words. Markdown. Sections: 48-Hour SLA, Lost-Reason Taxonomy, Final Email, Nurture Handoff, CRM Cleanup, Re-Open Conditions.
Variables
[AGENCY_NAME]Your agency's name[SERVICES]Services sold[CRM_TOOL]Your CRM[LOST_REASONS]Current dropdown options for lost reason[NURTURE_SYSTEM]Mailchimp list, HubSpot workflow, Instantly cadence, etc.[CURRENT_OWNER]Whoever closes deals today (rep, AE, founder)
Example input
AGENCY_NAME: Mesa Marketing | SERVICES: SEO + Google Ads | CRM_TOOL: HubSpot | LOST_REASONS: price, timing, competitor, not a fit, no response | NURTURE_SYSTEM: HubSpot 'lost-deal nurture' workflow | CURRENT_OWNER: AE who owned the deal
Example output
## 48-Hour SLA
AE must complete closeout within 48 business hours of moving deal to 'Lost'. Manager review weekly.
## Lost-Reason Taxonomy (required, no 'not a fit')
- Price - over budget
- Price - chose lower-cost provider
- Timing - paused / Q1 / hiring freeze
- Competitor - name required in notes
- Scope mismatch - we don't do that
- No response - went dark after stage X
- Internal change - layoffs, acquisition, exec change
Each lost deal requires reason + 1-2 sentence context.
## Final Email
Sent within 48 hours: thanks them, names a specific takeaway from the conversation, leaves door open with one concrete trigger ('if your Q3 numbers slip on paid search, I'd be glad to take another look').
## Nurture Handoff
Enroll contact in 'lost-deal nurture' HubSpot workflow only if reason in [Price, Timing, Internal change]. Do not enroll for [Scope mismatch].
## CRM Cleanup
Update: Close date = today, Lost reason set, Competitor field, Next-touch date (90 days), Owner unchanged. Remove from active forecast view.
## Re-Open Conditions
Re-open only on inbound signal, role change at account, or pre-agreed timing trigger. Manager approval required.Pro tips
- Audit lost reasons monthly — if 'no response' is your biggest bucket, your problem is earlier in the funnel.
- Make the final email a template, not freestyle, to keep the bar high.
- Tag deals where the AE asked for help and didn't get it — that's a manager-coverage problem, not a deal one.
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