This document discusses how conducting win/loss analysis can help companies increase sales. It recommends that companies consistently analyze customer feedback from both wins and losses to understand their strengths and weaknesses. This will help sales teams focus their strategies and drive future revenue growth. The analysis identifies common mistakes like salespeople avoiding classifying losses or companies failing to provide honest feedback. Regularly measuring win/loss data through objective third party interviews can provide insights to create effective sales strategies.

1. HOW TO
INCREASE
SALES
THROUGH
WIN/LOSS
ANALYSIS

2. D A L E C A R N E G I E
"Develop success from
failures. Discouragement
and failure are two of the
surest stepping stones to
success."

3. WHY
CONDUCT A
WIN/LOSS
ANALYIS?

4. SMART COMPANIES
KNOW THERE IS NO
SUBSTITUTE FOR
OBJECTIVE CUSTOMER
FEEDBACK RELATIVE TO
THEIR SALES PROCESS

5. WIN/LOSS ANALYSIS
HELPS FOCUS SALES
TEAMS, INCREASE
ACCOUNTABILITY &
DRIVE FUTURE
REVENUE GROWTH

6. DON'T BE BLINDSIDED BY
THESE 5 AVOIDABLE
DOWNFALLS IN BUSINESS

7. Salespeople
Rarely Admit
Defeat01

8. MANY SALESPEOPLE
TAKE FAILURE
PERSONALLY SO THEY
AVOID CLASSIFYING
SALES LOSSES AS
CLOSED IN CRM
SYSTEMS

9. THE STATUS OF A
LOSS OFTEN REMAINS
"PENDING" RATHER
THAN EVER FILED
AWAY AS A FAILURE

10. We Can
Learn From
Our Wins
and Losses02

11. STRATEGIC WIN/LOSS
REVIEWS HELP
COMPANIES IDENTIFY
WHAT DOES AND
DOESN'T WORK WITH
CUSTOMERS

12. UNDERSTANDING THE
STRENGTHS/WEAKNESSES
OF YOUR COMPANY IS THE
1ST STEP IN CREATING A
STRONG SALES STRATEGY
THAT DRIVES REVENUE
GROWTH

13. TOP TIER COMPANIES
HOLD THEIR
ORGANIZATIONS
ACCOUNTABLE AND
PROMOTE A CULTURE
OF TRANSPARENCY

14. Companies
Rarely Tell
Sellers the
Truth03

15. MOST PEOPLE HAVE A
HARD TIME DELIVERING
BAD NEWS. THIS MAKES
THE TRUTH HARD TO
OBTAIN UNLESS
PROVIDED BY OJECTIVE
THIRD PARTY
CUSTOMER FEEDBACK

16. IT'S CRITICAL THAT
WIN/LOSS POST
PURCHASE DECISION
INTERVIEWS BE
CONDUCTED BY
SOMEONE WHO HAS
NO STAKE IN THE
OUTCOME

17. BUYERS OPEN UP
MORE TO A NEUTRAL
THIRD PARTY WHEN
PROVIDING FEEDBACK
BECAUSE THEY KNOW
WHAT THEY SAY
WON'T BE USED
AGAINST THEM

18. Insight
without
Analysis is
a Waste04

19. SUCCESS RELIES
HEAVILY IN THE
ABILITY TO MAKE
DATA AND ANALYTICS
A CENTRAL PART OF
ANY BUSINESS
STRATEGY

20. MUCH OF WHAT WE DO
IS GUESSWORK
WITHOUT DATA
ANALYTICS
GOOD DATA = GOOD
DECISIONS

21. WIN/LOSS ANALYSIS
IS CONDUCTED
WITHIN 6­12 MONTHS
OF FINAL SALES
DISPOSITION WHILE
THE EXPERIENCE IS
STILL FRESH IN THE
CUSTOMER'S MIND

22. It's All
About
Consistency05

23. J I M R O H N
"Success is neither
magical nor mysterious.
Success is the natural
consequence of
consistently applying
basic fundamentals."

24. WIN/LOSS REVIEWS
YIELD VALUABLE
INSIGHTS, BUT ONLY
IF MEASURED
EFFECTIVELY AND
CONSISTENTLY

25. DECIDE WHETHER A
REPORT SHOULD BE
CREATED ON A
MONTHLY, QUARTERLY,
OR BI­ANNUAL BASIS

26. MAKE SURE TO
REGULARLY IMPLEMENT
MEASURING AND
REPORTING SO SALES
DATA IS ALWAYS
ACCURATE & RELEVANT

27. THANK YOU
ASCENSION GROWTH & INNOVATION
STRATEGIES
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