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
• 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
Where to Start?
• Sales and finance data
• Your sales team
• Clients, prospects, and suspects
• Your competition
What Do We Really Want to Know?
• Why did we win or lose?
• Where are the best opportunities
• What do our best opportunities “look”
• Are we pursuing the “right”
• Who should we pursue?
• What are our strengths or
• How are we perceived?
• What do we “really” offer?
• What is salesperson’s relationship and
• What is our sales process?
• What criteria are most important in
the request for proposal (RFP)
• Who were the decision makers
• Who else competed for this business?
• What resources went into the win or
• Pricing and margins--Is the business
What Measurement Dimensions?
• Sales team reason for the win or loss
• Client/prospect reason for the win or
Client/prospect revenue size
Client/prospect other demographics
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
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
This Slide Concludes This Review
• For More Information, Please Contact George Sloane at:
• AnalyticDesignGuy.com website
• Gmail: firstname.lastname@example.org
• Phone: (203) 981-4488