If the status is set to ... lost, you can specify the loss reasons in a separate dialog. Here you can specify your individual loss reasons or select them from the given entries, as well as the competitor you lost against. If you specify a competitor, their project role in the case changes to “Competitor has won the project”, and the role of the other competitors in the case changes to “Competitor has lost against a third-party”.
Loss reasons don’t appear in any form because this field is not always filled in, and also not in the sales overview, because it plays no part in contracts. It appears as Loss reason on the sublists of business opportunities and quote management in the last field on the right-hand side, i.e., in cases that can be lost.
The other text that can be entered in the modal dialog below the loss reason, is the "status information" to the status of the sales process, which can be overwritten here.