Win/Loss Analysis
Win loss analysis is one of my favorite analysis techniques as it improves my client’s win and retention rates, every time. You find out why you are really winning and why you are really losing business. You gain intelligence through customer interviews shortly after the buying decision has been made to find out why they chose to do business with you or a competitor. The data gathered combines knowledge from sales, customers, competitors and your marketplace. Over time, Win Loss analysis uncovers some powerful trends and insight, especially if these interviews are conducted quarterly, and over at least one or two years. The important thing is to act on what you learn from Win/Loss analysis findings.
Win/Loss Analysis
The execution of Win/Loss analysis has changed a lot since 1989, the year I learned about this valuable tool.
What has not changed is the process of designing a program. If you follow the 12 steps I describe in my Win/Loss Analysis book, you will have a sustainable program. What also hasn’t changed is you need to interview both Wins and Losses. Period. Many companies think they know why they win deals. This is often a huge blind spot. Don’t neglect the competitive Wins!
I wholeheartedly recommend Ellen Naylor for her competitive intelligence skills and win/loss analysis expertise. Again and again, Ellen has found ways to successfully engage our customers and prospects in candid dialog about their experience with our technology—and in the fast-paced world of digital marketing, connecting with decision makers is no small feat! Ellen drives projects from conception through to completion and provides actionable information that we’ve used to affect measurable sales improvements.
—Susan Tull
Vice President, Marketing
My Offer
Many of you struggle to find the budget to pay for an outside firm to design and run your Win/Loss program. I feel your pain.
I will help you develop an in-house Win/Loss program more economically. I can help you design your Win/Loss questions and teach you how to use elicitation techniques to promote sharing from your customers during Win/Loss interviews. I also offer one-on-one Win/Loss training if that’s all you need. See Training.
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