# Questions to ask when someone cancels

From DealGate (https://d-gate.io/blog/the-ultimate-guide-to-b2b-customer-retention-proven-strategies-for-2025). Free to copy and share.

Ask one, then stop talking. Write what they say in their words. Do not translate it into a category until you have the sentence.

- [ ] What were you hoping this would do?
- [ ] What did you try?
- [ ] What would have had to be true for you to stay?
- [ ] Was the problem the thing we sold, or what happened after you had it?

"Low quality" is a label. The sentence underneath it is the thing you can change. On the first DealGate, the label we heard most often was "low quality". The sentence underneath, once we asked, was that a list of names does not book a call.

Do not fill this sheet with a reason they did not give you.