How Win Loss Analysis Captures and Keeps New Business

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How Win Loss Analysis Captures and Keeps New Business

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How Win Loss Analysis Captures and Keeps New Business

  1. 1. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by How Win-Loss Analysis Captures and Keeps New Business A Complimentary Webinar from Aurora WDC 12:00 Noon Eastern /// Wednesday 11 May 2016 ~ featuring ~ Ellen Naylor Dr. Craig Fleisher
  2. 2. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by Ellen Naylor Ellen Naylor is one of America’s pioneers in competitive intelligence (CI) and Win/Loss analysis. She initiated Bell Atlantic’s (Verizon) competitive intelligence operation for enterprise marketing in 1985. Her passion for Win/Loss analysis stems from her extensive sales experience. Ellen formed The Business Intelligence Source, a CI consultancy in 1993. Her clients range from small businesses to the Fortune 500. She has given hundreds of competitive intelligence presentations, workshops and webinars at conferences and universities globally, and is widely quoted in numerous business publications. Her book, Win/Loss Analysis: How to Capture and Keep the Business You Want, is now available. Ellen has contributed most notably to the Strategic and Competitive Intelligence Professionals (SCIP), as a board member, chapter chair, author and frequent speaker. SCIP recognized her with the Catalyst and Fellow awards. Ellen earned her BA from the University of Notre Dame, and her MBA at the Darden Graduate School of Business. She was born and raised in Yokohama, Japan where she still has strong ties, and lives in Denver, Colorado. Email: Ellen@theBISource.com The Intelligence Collaborative is the online learning and networking community powered by Aurora WDC, our clients, partners and other friends and dedicated to exploring how to apply intelligence methods to solve real-world business problems. Apply for a free 30-day trial membership at http://IntelCollab.com or learn more about Aurora WDC at http://AuroraWDC.com.
  3. 3. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by α Use the Questions pane on your GoToWebinar control panel and all questions will be answered in the second half of the hour. α You are welcome to tweet any comments on Twitter where we are monitoring the hashtag #IntelCollab or eavesdrop via http://tweetchat.com/room/IntelCollab α Slides will be available after the webinar for embedding and sharing via http://slideshare.net/IntelCollab α To view the recording and download the PPT file, please register for a trial membership at http://IntelCollab.com Questions, Commentary & Content
  4. 4. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by ©Ellen D. Naylor, 2016: The Business Intelligence Source
  5. 5. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by ©Ellen D. Naylor, 2016: The Business Intelligence Source Agenda • Defining Win/Loss Analysis • Benefits: Why & Why Not? • Changes in Selling • The 12-Step Process • 8 Interviewing Tips • Other Issues and Logistics • Outsourcing vs In-House • The Future of Win/Loss
  6. 6. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by ©Ellen D. Naylor, 2016: The Business Intelligence Source Win-Loss Why It Works  Understand Buying Process in New Ways  Disclose Miscommunications  Isolates Sales Team from Knowledge Building  Probe Actual Performance of Selected Vendor
  7. 7. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by ©Ellen D. Naylor, 2016: The Business Intelligence Source Strategic Benefits of Win/Loss • Increase Profits and Revenues • More Accurate Revenue Forecast • Improve Product or Service Mix • Timely Product/Service Development • The Right Marketing Alliances • Improved Customer Retention • Early Warning System • Trends Against Competitors
  8. 8. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by ©Ellen D. Naylor, 2016: The Business Intelligence Source Tactical Benefits of Win/Loss • Why You Really Win: Keep Doing it + Build • Why You Really Lose • Isolate Results • Product, Geography • Over Time, By Salesperson…….. • Predict Likelihood of Win Versus Loss • Improve Sales Positioning + Practices
  9. 9. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by ©Ellen D. Naylor, 2016: The Business Intelligence Source Win-Loss Why It Isn’t Done  Not Aware  Arrogance  Think They’re Doing It  Politics  Cost  Lack Executive Sponsorship  It’s Not for Everyone!
  10. 10. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by ©Ellen D. Naylor, 2016: The Business Intelligence Source The Sales Game Has Changed • Potential customers research extensively • Win/Loss + Pre-Purchase Research • Win/Loss + Marketing
  11. 11. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by ©Ellen D. Naylor, 2016: The Business Intelligence Source Win/Loss Analysis Process 7. Interview Customers 8. Tally Interview Results 9. Analyze Findings 12. Make Changes 2. Which Accounts? 5. Connect with Sales 4. Create Questions 6. Connect with Customers 10. Make Recommendations 11. Disseminate 3. Company Culture 1. Your Goals?
  12. 12. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by ©Ellen D. Naylor, 2016: The Business Intelligence Source Step 1 Your Goals • What does you hope to achieve through Win/Loss?
  13. 13. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by ©Ellen D. Naylor, 2016: The Business Intelligence Source Step 2: Which Accounts? • Many think they know why they win, But not why they lose. • Why you think you win isn’t always the truth
  14. 14. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by ©Ellen D. Naylor, 2016: The Business Intelligence Source Step 3: Company Culture: Yours & Theirs • Your company’s attitude towards risk/reward • Politics: Win/Loss is Not for Everyone! • The industry
  15. 15. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by ©Ellen D. Naylor, 2016: The Business Intelligence Source Step 4: Create Questions • Open-ended and closed • Not a survey
  16. 16. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by ©Ellen D. Naylor, 2016: The Business Intelligence Source Win Loss Topics Relationship Health Account Management Positioned with right people Connected professionally Clear communication Responsiveness Proposal clarity Helpful customer references Clarity of presentation/demo Product knowledge Knowledge of customer industry Service Issues Implementation/delivery Tech support Training Service agreement Maintenance Company Reputation Management team Brand ID Experience Partner expertise Distribution Financial stability Understand customer’s industry Easy to do business with Product Attributes Overall capabilities Ease of use Features Technology Price Maintenance Reliability & quality
  17. 17. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by ©Ellen D. Naylor, 2016: The Business Intelligence Source Step 5: Connect with Sales • Customer Motivation • Know Me Before You Call Me • Best Practices • “Everyone is in Sales.” – Zig Ziglar
  18. 18. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by ©Ellen D. Naylor, 2016: The Business Intelligence Source Step 6: Connect with Customers & Prospects • Scheduling Interviews • Protocol • Value Proposition
  19. 19. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by ©Ellen D. Naylor, 2016: The Business Intelligence Source Step 7: Interview Customers & Prospects • Know Me Before You Call Me
  20. 20. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by ©Ellen D. Naylor, 2016: The Business Intelligence Source 8 Tips to Improve Interviewing Skills 1. Getting Grounded 2. Conversation Persona: Yours & Theirs 3. Professional 4. Polite 5. Appreciative 6. Don’t take yourself too seriously 7. Anything Else? 8. Thank You
  21. 21. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by ©Ellen D. Naylor, 2016: The Business Intelligence Source Step 8: Tally Results from All Interviews • Summaries • Transcripts • Qualitative and quantitative
  22. 22. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by ©Ellen D. Naylor, 2016: The Business Intelligence Source Step 9: Analyze Findings • Visually • The story • Analysis paralysis
  23. 23. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by ©Ellen D. Naylor, 2016: The Business Intelligence Source Example: Qualitative Analysis • 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
  24. 24. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by ©Ellen D. Naylor, 2016: The Business Intelligence Source Step 10: Make Recommendations • Implementation schedule • Accountability
  25. 25. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by ©Ellen D. Naylor, 2016: The Business Intelligence Source Step 11: Disseminate • How? • To Whom? • Security
  26. 26. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by ©Ellen D. Naylor, 2016: The Business Intelligence Source Step 12: Make Changes • Until you make changes, there is no increase in win rates! • Formal Win/Loss programs can improve win rates 15-30%
  27. 27. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by ©Ellen D. Naylor, 2016: The Business Intelligence Source Win/Loss: Other Issues • Relationship Business • Company Disclosure • Recording Interviews • Compensating Interviewees • Industry Specialization vs Interviewing Skill • Security
  28. 28. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by ©Ellen D. Naylor, 2016: The Business Intelligence Source Outsourcing vs In-House or Hybrid • No one knows your business like you do • Advantages of 3rd party
  29. 29. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by ©Ellen D. Naylor, 2016: The Business Intelligence Source Final Thoughts: The Future of Win/Loss • How will Win/Loss evolve due to the rising importance of content media as a source of buyer intelligence? • Will that extend to a reluctance to engage in Win/Loss interviews? … Yet … As collaboration between Sales and Marketing increases, So do Close Rates. People still need to be heard and listened to!
  30. 30. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by ©Ellen D. Naylor, 2016: The Business Intelligence Source For more information, visit: http://thebisource.com/ win-loss-analysis-book-interest
  31. 31. The Intelligence Collaborative http://IntelCollab.com #IntelCollab Powered by Thank you! Now how about a little Q&A? Email: Ellen@theBISource.com Phone: 720-480-9499 Twitter: @ellennaylor The Intelligence Collaborative is the online learning and networking community powered by Aurora WDC, our clients, partners and other friends and dedicated to exploring how to apply intelligence methods to solve real-world business problems. Apply for a free 30-day trial membership at http://IntelCollab.com or learn more about Aurora WDC at http://AuroraWDC.com. See you next time!

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