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How to tell if your win loss 
program is a witch-hunt 
Do you use regular touch points to share and discuss findings? 
When respondents describe sales performance weaknesses, 
do you help the entire team learn from the experience in a 
positive and meaningful way? 
Do you remove comments from the interview transcript that do 
any of the following? 
1) Name or isolate a single person? 
2) Include feedback that had no bearing on the deal? (e.g. "I 
just didn't like the sales rep's personality") 
3) Could negatively impact the person's reputation? 
Have you used win loss analysis as a tool to find out who is 
responsible for lost business opportunities? 
When critical or negative feedback about the performance of 
an individual or about well-known group of individuals surfaces 
in the interview, do you address the feedback privately? 
Do you help the team or representative analyze the results 
objectively and try to understand the customer's perspective, 
even if you disagree with it? 
Missed learning 
opportunity 
Yes! A 
BRAVO! Witch-hunt! 
Definitely a 
witch-hunt! 
Time to re-evaluate! 
Have you shown your sales team how win loss analysis 
Start is a tool to improve their competitive advantage? 
© 2014 Primary Intelligence. All rights reserved.

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How to Tell if Your Win Loss Program is a Witch-hunt

  • 1. How to tell if your win loss program is a witch-hunt Do you use regular touch points to share and discuss findings? When respondents describe sales performance weaknesses, do you help the entire team learn from the experience in a positive and meaningful way? Do you remove comments from the interview transcript that do any of the following? 1) Name or isolate a single person? 2) Include feedback that had no bearing on the deal? (e.g. "I just didn't like the sales rep's personality") 3) Could negatively impact the person's reputation? Have you used win loss analysis as a tool to find out who is responsible for lost business opportunities? When critical or negative feedback about the performance of an individual or about well-known group of individuals surfaces in the interview, do you address the feedback privately? Do you help the team or representative analyze the results objectively and try to understand the customer's perspective, even if you disagree with it? Missed learning opportunity Yes! A BRAVO! Witch-hunt! Definitely a witch-hunt! Time to re-evaluate! Have you shown your sales team how win loss analysis Start is a tool to improve their competitive advantage? © 2014 Primary Intelligence. All rights reserved.