How Win Loss Analysis Captures and Keeps New Business

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How Win-Loss Analysis
Captures and Keeps
New Business
A Complimentary Webinar from Aurora WDC
12:00 Noon Eastern /// Wednesday 11 May 2016
~ featuring ~
Ellen Naylor Dr. Craig Fleisher

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Ellen Naylor
Ellen Naylor is one of America’s pioneers in competitive intelligence (CI) and Win/Loss analysis. She initiated Bell
Atlantic’s (Verizon) competitive intelligence operation for enterprise marketing in 1985. Her passion for Win/Loss
analysis stems from her extensive sales experience.
Ellen formed The Business Intelligence Source, a CI consultancy in 1993. Her clients range from small businesses
to the Fortune 500. She has given hundreds of competitive intelligence presentations, workshops and webinars at
conferences and universities globally, and is widely quoted in numerous business publications. Her book,
Win/Loss Analysis: How to Capture and Keep the Business You Want, is now available. Ellen has contributed most
notably to the Strategic and Competitive Intelligence Professionals (SCIP), as a board member, chapter chair,
author and frequent speaker. SCIP recognized her with the Catalyst and Fellow awards. Ellen earned her BA from
the University of Notre Dame, and her MBA at the Darden Graduate School of Business. She was born and raised
in Yokohama, Japan where she still has strong ties, and lives in Denver, Colorado.
Email: Ellen@theBISource.com
The Intelligence Collaborative is the online learning and networking community powered by Aurora WDC, our clients, partners and
other friends and dedicated to exploring how to apply intelligence methods to solve real-world business problems.
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©Ellen D. Naylor, 2016: The Business Intelligence Source

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Agenda
• Defining Win/Loss Analysis
• Benefits: Why & Why Not?
• Changes in Selling
• The 12-Step Process
• 8 Interviewing Tips
• Other Issues and Logistics
• Outsourcing vs In-House
• The Future of Win/Loss

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Win-Loss
Why It Works
 Understand Buying Process in New Ways
 Disclose Miscommunications
 Isolates Sales Team from Knowledge Building
 Probe Actual Performance of Selected Vendor

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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

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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

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Win-Loss
Why It Isn’t Done
 Not Aware
 Arrogance
 Think They’re Doing It
 Politics
 Cost
 Lack Executive Sponsorship
 It’s Not for Everyone!

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The Sales Game Has Changed
• Potential customers research extensively
• Win/Loss + Pre-Purchase Research
• Win/Loss + Marketing

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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?

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Step 1 Your Goals
• What does you hope to achieve through Win/Loss?

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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

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Step 3: Company Culture: Yours & Theirs
• Your company’s attitude towards risk/reward
• Politics: Win/Loss is Not for Everyone!
• The industry

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Step 4: Create Questions
• Open-ended and closed
• Not a survey

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Win Loss Topics
Relationship Health
Account Management
Positioned with right people
Connected professionally
Clear communication
Responsiveness
Proposal clarity
Helpful customer references
Clarity of presentation/demo
Product knowledge
Knowledge of customer industry
Service Issues
Implementation/delivery
Tech support
Training
Service agreement
Maintenance
Company Reputation
Management team
Brand ID
Experience
Partner expertise
Distribution
Financial stability
Understand customer’s industry
Easy to do business with
Product Attributes
Overall capabilities
Ease of use
Features
Technology
Price
Maintenance
Reliability & quality

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Step 5: Connect with Sales
• Customer Motivation
• Know Me Before You Call Me
• Best Practices
• “Everyone is in Sales.” – Zig Ziglar

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Step 6: Connect with Customers & Prospects
• Scheduling Interviews
• Protocol
• Value Proposition

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Step 7: Interview Customers & Prospects
• Know Me Before You Call Me

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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

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Step 8: Tally Results from All Interviews
• Summaries
• Transcripts
• Qualitative and quantitative

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Step 9: Analyze Findings
• Visually
• The story
• Analysis paralysis

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Example: Qualitative Analysis
• 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
WeaknessesStrengths

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Step 10: Make Recommendations
• Implementation schedule
• Accountability

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Step 11: Disseminate
• How?
• To Whom?
• Security

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Step 12: Make Changes
• Until you make changes, there is no increase in win rates!
• Formal Win/Loss programs can improve win rates 15-30%

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Win/Loss: Other Issues
• Relationship Business
• Company Disclosure
• Recording Interviews
• Compensating Interviewees
• Industry Specialization vs Interviewing Skill
• Security

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Outsourcing vs In-House or Hybrid
• No one knows your business like you do
• Advantages of 3rd party

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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!

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For more information, visit:
http://thebisource.com/
win-loss-analysis-book-interest

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Thank you!
Now how about a little Q&A?
Email: Ellen@theBISource.com
Phone: 720-480-9499
Twitter: @ellennaylor
The Intelligence Collaborative is the online learning and networking community powered by Aurora WDC, our clients, partners and
other friends and dedicated to exploring how to apply intelligence methods to solve real-world business problems.
Apply for a free 30-day trial membership at http://IntelCollab.com or learn more about Aurora WDC
at http://AuroraWDC.com. See you next time!

How Win Loss Analysis Captures and Keeps New Business

How Win Loss Analysis Captures and Keeps New Business

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