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Win Loss Analysis book summary

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Find out what you will learn when you read the "Win Loss Analysis" book by author, Ellen Naylor. The 12 Step Win Loss process in detail, 8 tips to improve your Win Loss interviews, ethical elicitation techniques for Win Loss interviews, hiring a win loss consultant, what people are saying about the book, and how to buy it.

Check it out on Amazon: http://bit.ly/winlossbook
Note: The book won a Bronze Independent Book Publishers (IPPY) award. http://bit.ly/WinLossBronzeIPPY

Published in: Business

Win Loss Analysis book summary

  1. 1. ©Ellen D. Naylor, 2016: The Business Intelligence Source Win/Loss Analysis: Book Summary Page numbers shown for each book section
  2. 2. 1. Win/Loss: Definitions, Why & Why Not? 2. Benefits of Win/Loss Analysis 3. Changes in Selling 4. 12 Step Win/Loss Process 5. 7 Issues You Must Consider 6. 8 Tips to Improve Interviews 7. Ethical Elicitation in Win/Loss Interviews 8. Hiring a Win/Loss Consultant 9. The Future of Win/Loss ©Ellen D. Naylor, 2016: The Business Intelligence Source Win/Loss Analysis Book Summary: Chronology Page numbers shown for each book section
  3. 3. Definitions • What is Competitive Intelligence? • What is Win/Loss analysis? • Objectives of Win/Loss analysis • Evolution of Win/Loss analysis Pages 11-24 ©Ellen D. Naylor, 2016: The Business Intelligence Source
  4. 4. Win-Loss Why It Works  Understand Buying Process in New Ways  Disclose Miscommunications  It’s not Just a Critique of the Sales Team  Probe Actual Performance of Selected Vendor ©Ellen D. Naylor, 2016: The Business Intelligence Source Pages 31-34
  5. 5. Win-Loss Why It Isn’t Done  Not Aware  Politics  Cost  Arrogance  Think They’re Doing It  Lack Executive Sponsorship  It’s Not for Everyone! ©Ellen D. Naylor, 2016: The Business Intelligence Source Pages 35-40
  6. 6. 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 D. Naylor, 2016: The Business Intelligence Source Pages 28-29; Case Study: Pages 139-143
  7. 7. 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 ©Ellen D. Naylor, 2016: The Business Intelligence Source Pages 25-27
  8. 8. Who Benefits? • Senior Executives • Sales Management, Sales Reps • Marketing • Sales Training • Engineering/Manufacturing • Product Managers/Developers • Customer Service/Support • Procurement • PR + Investor Relations • Operations, Finance ©Ellen D. Naylor, 2016: The Business Intelligence Source Cited throughout the book
  9. 9. The Sales Game Has Changed Potential customers research products and services before contacting Sales Pages 20-24 ©Ellen D. Naylor, 2016: The Business Intelligence Source
  10. 10. 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? ©Ellen D. Naylor, 2016: The Business Intelligence Source Summary: Pages 41-46; Detail: Pages 53-138
  11. 11. Step 1 Your Goals ©Ellen D. Naylor, 2016: The Business Intelligence Source Pages 53-54
  12. 12. 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 • Psychology of the win vs loss interview • How many? When? How often? ©Ellen D. Naylor, 2016: The Business Intelligence Source Pages 55-59
  13. 13. Step 3: Company Culture: Yours & Theirs • Your company’s attitude towards risk/reward • The industry, targeted segments ©Ellen D. Naylor, 2016: The Business Intelligence Source Pages 61-68
  14. 14. Step 4: Create Questions • Open-ended and Closed? • Not a Survey ©Ellen D. Naylor, 2016: The Business Intelligence Source Pages 69-74
  15. 15. Step 5: Connect with Sales • Customer Motivation • Best Practices “Everyone is in Sales.” –Zig Ziglar ©Ellen D. Naylor, 2016: The Business Intelligence Source Pages 75-82
  16. 16. Step 6: Connect with Customers & Prospects • Scheduling Interviews • Protocol • Value Proposition - E.G.: We want to improve how we do business with our customers. ©Ellen D. Naylor, 2016: The Business Intelligence Source Pages 85-91
  17. 17. Step 7: Interview Customers & Prospects • Know me Before you Call Me • 20-30 minutes ©Ellen D. Naylor, 2016: The Business Intelligence Source Pages 91-97
  18. 18. Step 8: Tally Results from All Interviews • Summaries • Transcripts • Qualitative and quantitative results ©Ellen D. Naylor, 2016: The Business Intelligence Source Pages 109-111
  19. 19. Step 9: Analyze Findings • Visually • The story • Avoid analysis paralysis ©Ellen D. Naylor, 2016: The Business Intelligence Source Pages 113-117
  20. 20. Step 10: Make Recommendations • Implementation schedule • Accountability ©Ellen D. Naylor, 2016: The Business Intelligence Source Pages 119-129
  21. 21. Step 11: Disseminate • How? To Whom? • Security ©Ellen D. Naylor, 2016: The Business Intelligence Source Pages 131-132
  22. 22. Step 12: Make Changes • No change, no increase in ROI! • Formal Win/Loss programs can improve win rates 15-30% ©Ellen D. Naylor, 2016: The Business Intelligence Source Pages 133-138
  23. 23. 7 Must Considerations for Win/Loss • Relationship Business: pages 47-50, 186, 192-193, 195 • Company Disclosure: pages 99-103 • Recording Interviews: pages 104-106 • Compensating Interviewees: pages 103-104 • Industry Specialization vs Interviewing Skill: page 183 • Security: pages 136-137 • In-House vs Third Party: pages 171-182 ©Ellen D. Naylor, 2016: The Business Intelligence Source
  24. 24. 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 ©Ellen D. Naylor, 2016: The Business Intelligence Source Pages 147-155
  25. 25. Ethical Elicitation in Win/Loss Interviews • How and Why Elicitation Techniques Work • 8 Human Tendencies that Support Elicitation • Top 10 Elicitation Techniques Pages 157-167 ©Ellen D. Naylor, 2016: The Business Intelligence Source
  26. 26. Questions to Ask when Hiring a Consultant Hiring a Win/Loss Consultant Pages 183-188 ©Ellen D. Naylor, 2016: The Business Intelligence Source
  27. 27. 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! ©Ellen D. Naylor, 2016: The Business Intelligence Source Pages 195-198
  28. 28. Book Testimonials “Ellen’s tip-to-tail approach is the most comprehensive and objective treatment I have ever seen of this competitive discipline. Her wisdom shines through on every page in very approachable language.” Rick Marcet, VP Sales Strategy & Operations, Transunion. Author of Win/Loss Reviews “All encompassing, easy to follow guide for Win/Loss Analysis. A must read for anyone looking to capture more business.” Babette Bensoussan, CEO, The Mindshifts Group; Best Selling Author “I would recommend this book to marketing, account management, sales and business development professionals who want to meaningfully and quickly improve their success rates.” Jason Voiovich, Chief Customer Officer, Logic PD “The title represents over 30 years Ellen has been practicing competitive intelligence poured over 25 chapters, each one summarised in a call to action for the reader.” Andrew Beurschgens, Head Market and Competitive Intelligence, EE “I work the federal space mostly, but this book has no boundaries, you can use these approaches in any market segment, the principles are universal. I highly recommend this as a core CI reference for anyone.” Rich Caldwell, Manager Competitive Intelligence, Northrup Grumman More book reviews on
  29. 29. Book Details and Purchase Information Book Title: Win/Loss Analysis: How to Capture and Keep the Business You Want By: Ellen Naylor Published by: Park Hill Press For Sale Amazon, iBooks, Nook, Kobo, and through the author ellen@ellennaylor.com for signed copies and volume discounts Hardcover Print: $29.95 Softcover Print: $24.95 eBook: $9.99
  30. 30. Mobile: 720-480-9499; Email: ellen@ellennaylor.com Book Website: http://ellennaylor.com/win-loss-analysis-book/ Amazon Author Page: https://www.amazon.com/author/ellennaylor Website: http://EllenNaylor.com Media page: http://ellennaylor.com/media-ellen-naylor/ Twitter: http://twitter.com/EllenNaylor LinkedIn: https://www.linkedin.com/in/ellennaylorcolorado/ Google+: https://plus.google.com/u/0/+EllenNaylor Contact Ellen Naylor

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