1. Win/Loss Analysis: Book Summary
Page numbers
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section
Copyright ©2022 Ellen Naylor, Business Intelligence Source

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
Win/Loss Analysis
Book Summary:
Chronology
Page numbers
shown for each
section
©2022 Ellen Naylor: Business Intelligence Source

3. Definitions
• What is Competitive Intelligence?
• What is Win/Loss analysis?
• Objectives of Win/Loss analysis
• Evolution of Win/Loss analysis
Pages 11-24
©2022 Ellen Naylor: Business Intelligence Source

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
Pages 31-34
©2022 Ellen Naylor: Business Intelligence Source

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!
Pages 35-40
©2022 Ellen Naylor: Business Intelligence Source

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
Pages 28-29; Case Study: Pages 139-143
©2022 Ellen Naylor: Business Intelligence Source

7. Tactical Benefits of Win/Loss
• Why You Really Win: Keep Doing it
• Build on Your Strengths
• Why You Really Lose
• Isolate Results
• Product, Geography
• Over Time, By Salesperson……..
• Predict Likelihood of Win Versus Loss
• Improve Sales Positioning + Practices
Pages 25-27
©2022 Ellen Naylor: Business Intelligence Source

8. The Sales Game Has Changed
Potential customers research products and services before contacting Sales
Pages 20-24
©2022 Ellen Naylor: Business Intelligence Source

9. 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?
Summary: Pages 41-46; Detail: Pages 53-138
©2022 Ellen Naylor: Business Intelligence Source

10. Step 1 Your Goals
Pages 53-54
©2022 Ellen Naylor: Business Intelligence Source

11. 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?
Pages 55-59
©2022 Ellen Naylor: Business Intelligence Source

12. Step 3: Company Culture: Yours & Theirs
• Your company’s attitude towards risk/reward
• The industry, targeted segments
Pages 61-68
©2022 Ellen Naylor: Business Intelligence Source

13. Step 4: Create Questions
• Open-ended and Closed?
• Not a Survey
Pages 69-74
©2022 Ellen Naylor: Business Intelligence Source

14. Step 5: Connect with Sales
• Customer Motivation
• Best Practices
“Everyone is in Sales.” –Zig Ziglar
Pages 75-82
©2022 Ellen Naylor: Business Intelligence Source

15. Step 6: Connect with Customers & Prospects
• Scheduling Interviews
• Protocol
• Value Proposition
- We want to improve how we do
business with our customers.
Pages 85-91
©2022 Ellen Naylor: Business Intelligence Source

16. Step 7: Interview Customers & Prospects
• Know me Before you Call Me
• 20-30 minutes
Pages 91-97
©2022 Ellen Naylor: Business Intelligence Source

17. Step 8: Tally Results from All Interviews
• Summaries
• Transcripts
• Qualitative and
Quantitative Results
Pages 109-111
©2022 Ellen Naylor: Business Intelligence Source

18. Step 9: Analyze Findings
• Visually
• The story
• Avoid analysis paralysis
Pages 113-117
©2022 Ellen Naylor: Business Intelligence Source

19. Step 10: Make Recommendations
• Implementation schedule
• Accountability
Pages 119-129
©2022 Ellen Naylor: Business Intelligence Source

20. Step 11: Disseminate
• How? To Whom?
• Security
Pages 131-132
©2022 Ellen Naylor: Business Intelligence Source

21. Step 12: Make Changes
• No change, no increase in ROI!
• Overt time, formal Win/Loss programs
can improve win rates 15-30%
Pages 133-138
©2022 Ellen Naylor: Business Intelligence Source

22. 7 Must Considerations for Win/Loss
1. Relationship Business: pages 47-50, 186, 192-193, 195
2. Company Disclosure: pages 99-103
3. Recording Interviews: pages 104-106
4. Compensating Interviewees: pages 103-104
5. Industry Specialization vs Interviewing Skill: page 183
6. Security: pages 136-137
7. In-House vs Third Party: pages 171-182
©2022 Ellen Naylor: Business Intelligence Source

23. 8 Tips to Improve Interviewing Skills
1. Getting Grounded
2. Sharing Disposition: Yours & Theirs
3. Professional
4. Polite
5. Appreciative
6. Don’t take yourself too seriously
7. Anything Else?
8. Thank You
Pages 147-155
©2022 Ellen Naylor: Business Intelligence Source

24. 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
©2022 Ellen Naylor: Business Intelligence Source

25. Questions to Ask when Hiring a Consultant
Hiring a Win/Loss Consultant
Pages 183-188
©2022 Ellen Naylor: Business Intelligence Source

26. Closing 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!
Pages 195-198
©2022 Ellen Naylor: Business Intelligence Source

27. 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

28. 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, Barnes & Noble, iBooks, Nook, Kobo
Signed copies and volume discounts: ellen@ellennaylor.com
Hardcover Print: $29.95
Paperback Print: $24.95
eBook: $9.99

29. Mobile: 720-480-9499; Email: ellen@ellennaylor.com
Book Website: https://ellennaylor.com/win-loss-analysis-book/
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