Win/Loss Reasons

When a lead reaches an outcome (won, lost, refused, or waiting on the client), Outlaw asks why (see the Milestones section). The answers come from four lists managed here; pick the category at the top of the page to switch between them:

• Won Reasons: why they hired you, such as “Consult gave them confidence”, “Personal referral”, “Price is right”. Over time this tells you what’s actually winning clients.
• Lost Reasons: why a lead who could have hired you didn’t, such as “Hired another attorney”, “Too expensive”, “We were unresponsive/slow to respond”. The honest entries are the valuable ones.
• Refused Reasons: why you turned the lead away, such as “Conflict”, “Too many red flags”, “Wrong jurisdiction”. The built-in Conflict reason is wired into Outlaw’s conflict-check workflow, so it can’t be edited or deleted.
• Waiting Reasons: why a lead is paused, such as “Checking funding”, “Deciding between attorneys”, “Waiting for settlement”.

Each list starts empty; use Import Standard Options to pull in Outlaw’s standard set (you can reword everything afterward), then add reasons in your firm’s own vocabulary. Reasons aren’t only added here: anyone marking a lead’s outcome can type a new reason on the spot, and it joins the firm’s list. That’s deliberate (nobody should abandon a half-recorded outcome because the right reason doesn’t exist yet), but it means this page is where an administrator curates what accumulates. A reason already used on leads can’t be deleted, and duplicates can be combined with Merge.

A practical tip: resist the urge to add many near-identical reasons. Your win/loss reporting is only as readable as this list is disciplined.