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Win/Loss Analysis
A Brief Introduction to Sales Win/Loss Analysis
What is Win/Loss Analysis?
• Win/Loss Analysis is an “autopsy” of sales results– good or bad
 Wins
 Losses
• The analysi...
Where to Start?
• Sales and finance data
• Your sales team
• Clients, prospects, and suspects
• Your competition
Win/LossA...
What Do We Really Want to Know?
• Why did we win or lose?
• Where are the best opportunities
coming from?
• What do our be...
What Measurement Dimensions?
• Dollars
• Counts
• Sources
• Timing
• Sales team reason for the win or loss
• Client/prospe...
Tools to Use
• Customer Relationship Management (CRM) system
 Salesforce.com or similar tracking system used by the sales...
We Analyzed it . . . Now What?
• Use common sense and good judgement:
 Share the results with all relevant stakeholders
...
Thank You!
This Slide Concludes This Review
Win/LossAnalysis:AnIntro/GeorgeSloane
8
• For More Information, Please Contact...
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Win/Loss Analysis

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A Brief Introduction to Sales Win/Loss Analysis

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Win/Loss Analysis

  1. 1. Win/Loss Analysis A Brief Introduction to Sales Win/Loss Analysis
  2. 2. What is Win/Loss Analysis? • Win/Loss Analysis is an “autopsy” of sales results– good or bad  Wins  Losses • The analysis seeks to answer “Why?” for success or failure to secure the sale • The ultimate goal is discovering insights to make improvements to future sales situations Win/LossAnalysis:AnIntro/GeorgeSloane 2
  3. 3. Where to Start? • Sales and finance data • Your sales team • Clients, prospects, and suspects • Your competition Win/LossAnalysis:AnIntro/GeorgeSloane 3
  4. 4. What Do We Really Want to Know? • Why did we win or lose? • Where are the best opportunities coming from? • What do our best opportunities “look” like? • Are we pursuing the “right” opportunities? • Who should we pursue? • What are our strengths or weaknesses? • How are we perceived? • What do we “really” offer? • What is salesperson’s relationship and actual process? • What is our sales process? • What criteria are most important in the request for proposal (RFP) process? • Who were the decision makers involved? • Who else competed for this business? • What resources went into the win or loss? • Pricing and margins--Is the business really profitable? Win/LossAnalysis:AnIntro/GeorgeSloane 4
  5. 5. What Measurement Dimensions? • Dollars • Counts • Sources • Timing • Sales team reason for the win or loss • Client/prospect reason for the win or loss • Characteristics  Industry  Client/prospect revenue size  Client/prospect other demographics  Geographics  Products/Services Win/LossAnalysis:AnIntro/GeorgeSloane 5
  6. 6. Tools to Use • Customer Relationship Management (CRM) system  Salesforce.com or similar tracking system used by the sales team to collect data • Excel or other data analysis tool  Pivot tables make slicing and dicing the data easier • Powerpoint or other presentation tool  Present a deck to senior management, operations heads, sales team, and marketing Win/LossAnalysis:AnIntro/GeorgeSloane 6
  7. 7. We Analyzed it . . . Now What? • Use common sense and good judgement:  Share the results with all relevant stakeholders  Make recommendations and plans to do or seek out more of the successful  Make a plan to downplay or improve the weak spots  Move away from or abandon the low-to-no probability business  Be prepared to try new approaches  Continue to monitor and improve results– This isn’t a one-time exercise Win/LossAnalysis:AnIntro/GeorgeSloane 7
  8. 8. Thank You! This Slide Concludes This Review Win/LossAnalysis:AnIntro/GeorgeSloane 8 • For More Information, Please Contact George Sloane at: • AnalyticDesignGuy.com website • LinkedIn • Twitter • Facebook • Google+ • Slideshare • Goodreads • Gmail: gsloane.business@gmail.com • Phone: (203) 981-4488

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