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How often has 'that' question been asked? By yourself, your Sales Manager, anyone? The only person that really knows is your customer. 

Why not ask your customers?

You might get lucky and find a customer that is prepared to talk with you, but they have a business to run. They want to get on with the job, with their selected, not their rejected supplier. They will probably only give you one reason, thank you for your efforts and wish you well. How much have you learned? Not much at all. It's difficult to establish a database from so little information.

However, if you are prepared to spend a little time with a customer after a contract has been won, you will probably find out far more. Your relationship with your client has entered a new phase, and it is now longer term. Ask why you won the business? There will be many reasons, not just one or two. You may have to probe a little, but I'm sure it'll be worth it. 

Build a database of these reasons … and learn from it. 

Tell the entire company about your successes and why they occurred. It's all highly positive and motivational.