The Why, What & How of Win Loss Analysis

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Learn what the win loss analysis process is; why or why not to conduct win loss; and the many benefits of doing win loss. Learn how to conduct win loss and learn some of the quantitative and quantitative results you might learn. Learn about best practices (or not) around win loss analysis. Get references for further reading on win loss.
The Q&A is available on the cooperative intelligence blog: bit.ly/1e0TNwi

Interested in our upcoming book, "Win/Loss Analysis: How to Capture and Keep the Business You Want"? Check it out on Amazon: https://www.amazon.com/author/ellennaylor

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The Why, What & How of Win Loss Analysis

  1. 1. TheWhat, Why & How ofWin Loss Analysis Ellen Naylor +1.720.480.9499 ellen@thebisource.com ©Ellen D. Naylor, 2016: The Business Intelligence Source
  2. 2. Agenda • Definition • Process • Why? Why not? • Benefits • How • Quantitative Analysis • Qualitative Results • Best Practices/Not • References • Book: Win/Loss Analysis: How to Capture and Keep the BusinessYou Want ©Ellen D. Naylor, 2016: The Business Intelligence Source
  3. 3. Win/Loss Process 6. Connect with Customers 7. Interview Customers 8.Tally Interview Results 11. Disseminate 1.Your Goals? 3. Company Culture 5. Connect with Sales 9. Analyze Findings 10. Make Recommendations 12. Make Changes 2.Which Accounts? 4. Create Questions ©Ellen D. Naylor, 2016: The Business Intelligence Source
  4. 4. Win-Loss Why Do It?  HighestValue Research for Expended Effort  MostAccurate Measurement of Positioning  BenefitsCustomer  ExaltsVendor in Customer’s Eyes  Huge Data/Insight MiningOpportunity ©Ellen D. Naylor, 2016: The Business Intelligence Source
  5. 5. Win-Loss Why It Isn’t Done  Not Aware  Arrogance  ThinkThey’re Doing It  Politics  Cost  Lack Executive Sponsorship  It’s Not for Everyone! ©Ellen D. Naylor, 2016: The Business Intelligence Source
  6. 6. Win-Loss Why It Works  Understand Buying Process in New Ways  Disclose Miscommunications  Isolates SalesTeam from Knowledge Building  Probe Actual Performance of SelectedVendor ©Ellen D. Naylor, 2016: The Business Intelligence Source
  7. 7. Cognitive Dissonance • Social Psychology • Disconnect between One’s Beliefs and Actions ©Ellen D. Naylor, 2016: The Business Intelligence Source
  8. 8. Strategic Benefits ofWin/Loss • Increase Profits and Revenues • More Accurate Revenue Forecast • Improve Product or Service Mix • Timely Product/Service Development • The Right MarketingAlliances • Improved Customer Retention • EarlyWarning System • TrendsAgainst Competitors ©Ellen D. Naylor, 2016: The Business Intelligence Source
  9. 9. Tactical Benefits of Win/Loss • WhyYou ReallyWin: Keep Doing it + Build • WhyYou Really Lose • Isolate Results • Product,Geography • OverTime, By Salesperson…….. • Predict Likelihood ofWinVersus Loss • Improve Sales Positioning + Practices ©Ellen D. Naylor, 2016: The Business Intelligence Source
  10. 10. Tactical Benefits of Win/Loss • Improve Sales Results: - Systematically GoAfter Losses - KnowWhen toWalk Away from Business - Follow-up onWins to Retain Customers ©Ellen D. Naylor, 2016: The Business Intelligence Source
  11. 11. Who Benefits? • Senior Executives • Sales Management, Sales Reps • Marketing • SalesTraining • Engineering/Manufacturing • Product Managers/Developers • Customer Service/Support • Procurement • PR + Investor Relations • Operations, Finance ©Ellen D. Naylor, 2016: The Business Intelligence Source
  12. 12. Win/Loss: How It’s Ideally Done  Systematic, Planned Effort  Structured Phone Interview  Conducted byThird Party  OR Competitive Intelligence, Sales, Marketing, Product Managers, Executives ©Ellen D. Naylor, 2016: The Business Intelligence Source
  13. 13. - Sales Professionalism - Customer Relationship - Positioning - Distribution - Company Image - Financial Stability - Reliability/Quality - Product Capabilities - Product Features -Technology - Price - Delivery/Implementation - Maintenance - Service/Support -Training - Internet (B to B) ©Ellen D. Naylor, 2016: The Business Intelligence Source
  14. 14. Win/Loss Issues: • Frequency? • Which Accounts? • Strategic? $Value Political • Interviews? • Blind or Open? • Culture • Accountability - Actionable • Advanced SalesTool ©Ellen D. Naylor, 2016: The Business Intelligence Source
  15. 15. Win/Loss Analysis How to Capture and Keep the BusinessYouWant Amazon Page Published: July 2016 • FreeWin/Loss White Paper • Interested inWin/Loss AnalysisTraining? • Want help developing aWin/Loss Program? • ElicitationTraining to Close More Deals? • ContactThe Business Intelligence Source Text/Ph: 1.720-480-9499 Email: ellen@thebisource.com
  16. 16. • Real-time win loss • Early warning • By Sales • MANY sales events • Database development • SmartphoneAPP • http://amzn.to/1fSmywJ ©Ellen D. Naylor, 2016: The Business Intelligence Source
  17. 17. • Designed by Sales for Sales • Win/Loss: Advanced Sales Skill • Psychological engagement • Sales: Peer to Peer Interaction • Part of Sales ForceAutomation • Tied to Awards • Account for Sales Bias • Self critical culture WhyWin/Loss Review Works ©Ellen D. Naylor, 2016: The Business Intelligence Source
  18. 18. Work Off Sales Process Case 1 Case 2 Competitors ADP ADP Mega Bank Local CPA Customer Gates Softw are Chrystal Mfg. Profile 1000 emps. Div.of Chrystal Inc. $ 1.5 mil billing $200,000 Situation We're Incumbent CPA Incumbent Merger New CFO Est. Value 5-year deal, I-Net 3-yr term, Q audits Proposition 25% discount New service rep. Our VP: 10% discount Standard + ins. Outcome Loss to Mega Win!! ©Ellen D. Naylor, 2016: The Business Intelligence Source
  19. 19. Build Factual Simple Analysis SALESPERSON COMPETITOR TOTAL LOSSES LOSSES DUE TO PRICE Johan B A 20 10 Susan D A 10 9 Pierre Q A 25 5 ©Ellen D. Naylor, 2016: The Business Intelligence Source
  20. 20. ResultsVersus Competitor A #1 Reason Lost Percentage Positioning 15 Technology 30 Pricing 10 Delivery 10 Customer Service 20 Reliability 20 ©Ellen D. Naylor, 2016: The Business Intelligence Source
  21. 21. Drill Down TechnologyVersus CompetitorA #1 Reason Lost Percentage File Retrieval 10 Internal Memory 10 Web Access 20 Software Compatibility 10 Ease of File Transfer 40 Storage 10 ©Ellen D. Naylor, 2016: The Business Intelligence Source
  22. 22. Trends 60%WinVs CompetitorA LastYear Us Competitor A Pricing We average 10% higher Features 4 4.5 Delivery 5 4.5 Positioning 4.5 4 Product Depth 4 4 Customer Service 4 4.5 5 Highest Rating ©Ellen D. Naylor, 2016: The Business Intelligence Source
  23. 23. More Complex Quantitative Analysis Analyze Decision Making Criteria vsYour Performance Value Parameter Rank in Decision Process Evaluate Actual Performance Delivery 5 3 Implementation 5 2 Support 5 4 Training 4 4 Integration 5 2 5 Highest Rating ©Ellen D. Naylor, 2016: The Business Intelligence Source
  24. 24. Win-Loss Longitudinal Benchmarks Competitor A Parameter Competitor A Factor Weight Pricing Consistently 6% lower 4.5 Delivery Perceived at parity 3.9 Service Level Agreements Four 9’s, about same 3.7 Feature Mix Slightly better 3.0 Positioning Lower Level 4.8 5 Highest Rating ©Ellen D. Naylor, 2016: The Business Intelligence Source
  25. 25. Qualitative • Bad Customer References • Sales too Pushy • Didn’t Understand Biz • Features • Price • Kid Not Confident • Tech Support Upsells • Not Integrated • Low Company Confidence • No White Papers • Great Customer Service • Sales Professionalism • Sales Positioning • Team Integration • Works as Promised • Specific Features • System Stability • Easy System Interface • Price, Not as Often WeaknessesStrengths ©Ellen D. Naylor, 2016: The Business Intelligence Source
  26. 26. • Systematic • Interviewers Probe • Analysis is Consistent • Analysis is Distributed • Trends overTime • Analysis Leads to Intelligent Decisions • Results Integrated w/other Programs • Event Driven • Interviewers Survey • AnalysisVaries • Analysis is Guarded • Conducted Sporadically • Is too Political • Analysis is Isolated Successful Less Success ©Ellen D. Naylor, 2016: The Business Intelligence Source`
  27. 27. Win/Loss Resources Ellen Naylor: +1.720.480.9499 ellen@thebisource.com www.thebisource.com http://cooperativeintelligenceblog.com http://twitter.com/EllenNaylor www.linkedin.com/in/ellennaylorcolorado SCIP’s Competitive Intelligence Magazine: • Win/Loss Analysis: The Cooperative Angle • Increasing Sales Through Win/Loss Analysis • Capture Competitive Intelligence through Sales • How to Draw Customers into the Win/Loss Process Free: 200+ marketing/competitive intelligence books
  28. 28. Win/Loss Analysis How to Capture and Keep the BusinessYouWant Amazon Page Published: July 2016 • FreeWin/Loss White Paper • Interested inWin/Loss AnalysisTraining? • Want help developing aWin/Loss Program? • ElicitationTraining to Close More Deals? • ContactThe Business Intelligence Source Text/Ph: 1.720-480-9499 Email: ellen@thebisource.com

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