> For the complete documentation index, see [llms.txt](https://docs.daylite.app/help/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.daylite.app/help/sales-guide/opportunities/opportunity-state-reasons.md).

# Opportunity State Reasons

Whenever the **state** of an Opportunity is changed from Open to Won, Lost, Abandoned or Suspended, the user is provided with a list of possible reasons why the state was changed. For example, if the Opportunity's state is set to Won, then there could a number of reasons why it was successful.

For example:

* You offered the best price.
* Your service offering was better than the competition.
* You won the tendering process.
* You won because it was a direct referral.

<figure><img src="/files/EZ46LUsIGQN7l4UR4x5S" alt=""><figcaption></figcaption></figure>

You can customize the list of **state change reasons** to fit your specific business. This can be done by navigating to **Settings > Opportunities > Opportunity State Reasons**.&#x20;

<figure><img src="/files/JhBklSaG4ZqCF1b8MP7q" alt=""><figcaption></figcaption></figure>

<figure><img src="/files/WbOeTr1mPnbLNgjnFH8a" alt=""><figcaption></figcaption></figure>

&#x20;There are three reasons why you should consider customising the State Reasons for your business.

### Consistency

If you create a list of valid reasons why an Opportunity is Won or Lost it will provide consistent data.&#x20;

### Valuable knowledge

You gain important visibility into the reasons why you win or lose Opportunities. You can use this data to help make decisions about your services.&#x20;

For example, if you are losing Opportunities based on price, then it might be a good exercise to look at your pricing structure vs. your competitor's pricing structure.

### Searching

Once you have collected state reasons for your Opportunities, you can easily create smart lists to bring up the Opportunities related to specific reasons.

<figure><img src="/files/8SW12MX8PqQWuK6QGN4C" alt=""><figcaption></figcaption></figure>


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