TheWhat,Why & How ofWin Loss Analysis
Ellen Naylor
+1.720.480.9499
ellen@ellennaylor.com
©Ellen Naylor, 2022: Business Intelligence Source

Agenda
• Definition
• Process
• Why?Why not?
• Benefits
• How
• QuantitativeAnalysis
• Qualitative Results
• Best Practices/Not
• References
• Book: Win/Loss Analysis:
How to Capture and Keep the BusinessYouWant
©Ellen Naylor, 2022: Business Intelligence Source

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 Naylor, 2022: Business Intelligence Source

Win-Loss
Why Do It?
• HighestValue Research for Expended Effort
• Most Accurate Measurement of Positioning
• Benefits Customer
• ExaltsVendor in Customer’s Eyes
• Huge Data/Insight Mining Opportunity
©Ellen Naylor, 2022: Business Intelligence Source

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 Naylor, 2022: Business Intelligence Source

Win-Loss
Why It Works
• Understand Buying Process in NewWays
• Disclose Miscommunications
• Isolates SalesTeam from Knowledge Building
• Probe Actual Performance of SelectedVendor
©Ellen Naylor, 2022: Business Intelligence Source

Cognitive Dissonance
• Social Psychology
• Disconnect between
One’s Beliefs and
Actions
©Ellen Naylor, 2022: 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
©Ellen Naylor, 2022: Business Intelligence Source

Tactical Benefits ofWin/Loss
• WhyYou Really Win: Keep Doing it + Build
• WhyYou Really Lose
• Isolate Results
• Product, Geography
• OverTime, By Salesperson……..
• Predict Likelihood ofWinVersus Loss
• Improve Sales Positioning + Practices
©Ellen Naylor, 2022: Business Intelligence Source

Tactical Benefits ofWin/Loss
• Improve Sales Results:
- Systematically GoAfter Losses
- KnowWhen toWalk Away from Business
- Follow-up onWins to Retain Customers
©Ellen Naylor, 2022: Business Intelligence Source

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 Naylor, 2022: Business Intelligence Source

Win/Loss: How It’s Ideally Done
• Systematic, Planned Effort
• Structured Interview
• Conducted byThird Party
• Or Competitive Intelligence, Sales,
Marketing, Product Managers, Executives
©Ellen Naylor, 2022: Business Intelligence Source

Win/Loss Findings!
©Ellen Naylor, 2022: Business Intelligence Source

Win/Loss Issues:
• Frequency?
• Which Accounts?
• Strategic? $Value Political
• Interviews?
• Blind or Open?
• Culture
• Accountability - Actionable
• Advanced SalesTool
©Ellen Naylor, 2022: Business Intelligence Source

Win/Loss Analysis
How to Capture and Keep the BusinessYou Want
Published 2016
• Interested in the book? FreeWin/Loss White Paper
• Interested inWin/Loss AnalysisTraining?
• Want Help Developing aWin/Loss Program?
• ElicitationTraining to Close More Deals?
• ContactThe Business Intelligence Source
Mobile: +1.720-480-9499
Email: ellen@ellennaylor.com

• Real-time win loss
• Early warning
• By Sales
• MANY sales events
• Database development
• Smartphone APP
• http://amzn.to/1fSmywJ
©Ellen Naylor, 2022: Business Intelligence Source

• Designed by Sales for Sales
• Win/Loss:Advanced Sales Skill
• Psychological engagement
• Sales: Peer to Peer Interaction
• Part of Sales Force Automation
• Tied to Awards
• Account for Sales Bias
• Self critical culture
WhyWin/Loss ReviewWorks
©Ellen Naylor, 2022: Business Intelligence Source

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 Naylor, 2022: Business Intelligence Source

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 Naylor, 2022: Business Intelligence Source

ResultsVersus Competitor A
#1 Reason Lost Percentage
Positioning 15
Technology 30
Pricing 10
Delivery 10
Customer Service 20
Reliability 20
©Ellen Naylor, 2022: Business Intelligence Source

Drill Down
TechnologyVersus Competitor A
#1 Reason Lost Percentage
File Retrieval 10
Internal Memory 10
Web Access 20
Software Compatibility 10
Ease of File Transfer 40
Storage 10
©Ellen Naylor, 2022: Business Intelligence Source

Trends
60%WinVs Competitor A 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 Naylor, 2022: Business Intelligence Source

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 Naylor, 2022: Business Intelligence Source

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 Naylor, 2022: Business Intelligence Source

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
Weaknesses
Strengths
©Ellen Naylor, 2022: Business Intelligence Source

• 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 Naylor, 2022: Business Intelligence Source

Win/Loss Articles
Ellen Naylor: +1.720.480.9499
ellen@ellennaylor.com
https://ellennaylor.com
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

Win/Loss Analysis
How to Capture and Keep the BusinessYou Want
Published 2016
• Interested in the book? FreeWin/Loss White Paper
• Interested inWin/Loss AnalysisTraining?
• Want Help Developing aWin/Loss Program?
• ElicitationTraining to Close More Deals?
• ContactThe Business Intelligence Source
Mobile: +1.720-480-9499
Email: ellen@ellennaylor.com