Lost Reasons aggregates why estimates and leads got marked lost - so you can see whether you're losing on price, no-response, or something else.

Go to Reports > Sales Pipeline > Lost Reasons.

The summary shows total lost count and total walked estimate value. The table breaks out by reason: Customer Declined, No Response, Price/Budget, Lost to Competitor, Expired (auto), Other - with count, where it came from (estimate vs lead), percent of lost, and value.

Use this report to

  • Identify your biggest leak - if "no response" is the top reason, your follow-up game needs work
  • Justify pricing tweaks if "price" dominates
  • Compare against competitors if "lost to competitor" is high
  • Coach reps on closing techniques

Lost reasons are entered when a salesperson marks a lead or estimate as lost. Make sure your team uses consistent reasons so the report is accurate.