You ask, “Why do Win/Loss Analysis? You’ve either won or lost the business, so what’s there to learn?” 

 

You learn why you really win and lose deals. Win/Loss analysis is obtained through customer interviews shortly after the buying decision has been made, whether they selected your company’s product or a competitor’s.

 

You collect and analyze the details that customers and potential customers share such as:

 

• How your company is perceived versus your competition.

  • Specific strengths and weaknesses

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• How professional, knowledgeable and responsive your sales team is versus the competition

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• How your product or service measures up

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• Your product demo versus the competition

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• How customers make buying decisions (people and process) 

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• What customers want improved in your product and why

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• What they like about your product or service. The competition too

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• How they see the market evolving and what that means for your company

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• Your value proposition versus the competition

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• Customer Service

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• Training and support

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• Maintenance 

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• Your cost versus the competition

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• Your blind spots and biases

 

This is just the tip of the Win/Loss iceberg. It’s a gift that keeps giving, especially if you conduct customer interviews and/or surveys regularly, not just as a one-time experiment.

 

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