Win Loss Analysis
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Win Loss Analysis
Learn how to retain more customers and win more deals through win loss analysis. Take corrective action based on this analysis and improve your sales operation, your products, customer service and so much more.
Curated by Ellen Naylor
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Rescooped by Ellen Naylor from Strategy and Competitive Intelligence by Bonnie Hohhof
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Competitive Intelligence Gathering Through Win/Loss

Win/loss interviews are an excellent tool for gathering competitive intelligence. The interviews offer a unique opportunity to gather fresh data from a target audience where competitors play a distinct role in the customer decision-making process.

It’s an area ripe for gauging both the market’s awareness and its perception of competing solutions. Not only do you want to ask customers who they talked to, but why they talked to them and how you compared. You also want to learn about capabilities: the key factors in their decision. For example, do competitors have stronger capabilities? Are you missing key capabilities, or do you offer more than the competition? Finally, what are the key factors? What drove the decision and where did your competitors shine or expose a weakness?


Via Bonnie Hohhof
Ellen Naylor's insight:

This #WinLoss analysis blog and its strong competitive intelligence collecting is eye candy. #sales #marketing

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You Too Can Become a Pro in Win/Loss Analysis

You Too Can Become a Pro in Win/Loss Analysis | Win Loss Analysis | Scoop.it
I will be facilitating an interactive workshop highlighting key points from my book, Win/Loss Analysis: How to Capture and Keep the Business You Want at AIIP’s 2016 Annual Conference in Pittsburgh on
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Uncover Buyer Roles to Improve Your Win Rate

Uncover Buyer Roles to Improve Your Win Rate | Win Loss Analysis | Scoop.it

To be most effective, you need to know who is playing each of those roles in your deal. Ask your main point of contact to explain what their decision making process will look like and who will be involved.  There are four primary roles you need to be aware of as you navigate buyers. For a given deal, there might be one person playing every role, or multiple people playing each role.


Via Bonnie Hohhof
Ellen Naylor's insight:

In complex Win/Loss deals, companies all to often just interview the economic buyer, as is illustrated in this Win/Loss analysis case study. 

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service solahart 's curator insight, November 19, 2015 10:00 PM

CV FIKRI MANDIRI JAYA HP 081218067443 SERVICE SOLAHART DAN PENJUALAN website: www.solahartcenter.com

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Five ways for you to fail - Using customer profitability to become customer-centric

Five ways for you to fail - Using customer profitability to become customer-centric | Win Loss Analysis | Scoop.it
Being a fundamentally optimistic and positive person, I hate to present things in negative terms. However, many companies try hard to be customer-centric, but their efforts fail to add value to the company. Frequently, they commit some - and sometimes all - of the following sins: DENIAL Do you insist that the differences in the profitability of your customers aren't important or aren't measurable with current systems? Do you deny that you have unprofitable customers? If you try to calculate customer profitability, do you exclude some operating or capital costs? Does every cost in your company
Ellen Naylor's insight:

Profitability of customers needs to be considered on top of #Win/Loss analysis. A win isn't always profitable. #sales #marketing

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Responding to RFP's - Bid Brutal To Win (Professional Services)

At the recent Professional Services Leaders Forum in Lords cricket ground, I had the chance to introduce Anne McNamara of Shine Bid Services (website).  Anne has won an impressive $7 Billion in RFP's in the last 9 years.  She was there to talk us through her methodology.Anne made a few great points during her lecture to the audience.Some say never judge a book by it’s cover, we say better have a bl**dy brilliant cover just in case – because in ‘bid world’  your clients can judge you on whatever they please.You need to provide a robust evidence base and d
Ellen Naylor's insight:

An excellent article to help you win more bids, so you're querying more won business in win/loss analysis.

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Win/Loss Analysis: Insight into the Minds of B2B Customers/Prospects

Presentation given at ProductCamp St. Louis - March 28, 2015 How do you get into the mind of B2B customers and prospects to find out what they really think and…
Ellen Naylor's insight:

Check out Shelly's Azar's latest #Win/Loss Analysis deck from #Slideshare.

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Aligning Sales and Marketing through Win/Loss Analysis

Aligning Sales and Marketing through Win/Loss Analysis | Win Loss Analysis | Scoop.it
Win/Loss analysis is more important than ever since sales people are brought into buyer’s decision-making quite late in the process. Previously most of the Win/Loss interview focused on sales perfo...
Ellen Naylor's insight:

What has been your experience doing win/loss analysis in tracking how customers make their buying decision before contacting sales?

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3 Fatal Mistakes B2B Companies Make With Their Clients

3 Fatal Mistakes B2B Companies Make With Their Clients | Win Loss Analysis | Scoop.it
I have seen this happen too many times in my career - B2B companies not looking after their clients, once they become clients. And I use the word “fatal” here because too many of these clients become fatalities to their vendor companies, because of the following three mistakes. They are no longer clients because these companies; 1. Forgot about their clients once they became a client. I have seen it in so many of my client companies, and also other companies I have been associated with. Let me give a prime example of how a company I had invested in lost their largest revenue clien
Ellen Naylor's insight:

If more companies reversed these 3 mistakes, you would be contacting a lot more won business in #Win/Loss interviews.

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Win/Loss Analysis: Outsourcing versus In-House

Win/Loss Analysis: Outsourcing versus In-House | Win Loss Analysis | Scoop.it
Do you outsource or use in-house resources to conduct Win/Loss interviews and the analysis? This is a question I have been asked frequently in the 25 ypros and consears that I have done Win/Loss wo...
Ellen Naylor's insight:

Read this and think about how best to use your company's talent or a consultant's or both, when setting up or re-visiting your Win/Loss analysis program.

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10 Questions to Ask Your Least Happy Customers

10 Questions to Ask Your Least Happy Customers | Win Loss Analysis | Scoop.it

keeping customers happy depends on knowing what they want. So when a longtime customer suddenly leaves you for a competitor--or threatens to--don't despair. Instead, leverage the feedback of these unhappy few to identify key areas for improvement. We spoke with 10 founders from YEC about the most effective questions to ask unhappy customers in order to get the most valuable insights. Their answers are below. Your unhappy customers know something you don't. So instead of wringing your hands, ask for their honest feedback.


Via Bonnie Hohhof
Ellen Naylor's insight:

These are some great questions to consider including in your Win/Loss interviews. I think you can ask some of them to your lost business as well. 

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A Quick B2B Sales Tip

A Quick B2B Sales Tip | Win Loss Analysis | Scoop.it
With only 45.9% of sales reps making quota last year (Source: CSO Insights), most sales people are doing many things wrong. One of the things I’ve found they do incorrectly, over my 30+ years of training and coaching sales people, is how a sales person handles the first few moments in a new sales call. Many times a prospect will start the conversation by asking a question;
What are you trying to sell me today?
What can your products/services do for me?
Tell me about your products,

Then, most sales people think this is the opportunity they have been waiting for. And they jump into a ve
Ellen Naylor's insight:

We hear this complaint time and again in win loss interviews: the sales rep didn't address my business goals and issues, and just sold us on their product. 

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Sales People Are Not Automatons! | CustomerThink

Sales People Are Not Automatons! | CustomerThink | Win Loss Analysis | Scoop.it
Ellen Naylor's insight:

The sales game has changed forever due to digital knowledge that customers can read about products, services, customer service and the competition. Give your sales force the tools they need to compete today. Not mentioned is results from win loss interviews to give them current information for your customers and non-customers. 

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Win Loss Interviews: Compensation and Recording

Win Loss Interviews: Compensation and Recording | Win Loss Analysis | Scoop.it
As many of you know, I am writing, Win, Lose or Draw, a book on how to set up a world class win loss program. I need your input on your best practices in 2 areas, please!
Monetary Compensation to
Ellen Naylor's insight:

I would love to hear your best practices for compensation and recording win loss interviews. And if you're comfortable, pleas share the industry you work in as the industry and your company culture influence these practices. Thanks. #sales #marketing

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Ellen Naylor's curator insight, November 17, 2014 10:54 AM

I would love to hear your best practices for compensation and recording win loss interviews. And if you're comfortable, pleas share the industry you work in as the industry and your company culture influence these practices. Thanks. #sales #marketing

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Win/Loss Analysis – A Book Review

Win/Loss Analysis – A Book Review | Win Loss Analysis | Scoop.it
Ellen Naylor, Win/Loss Analysis: How to Capture and Keep the Business You Want. Park Hill Press, 2016, 214 pages, $29.95   First a disclosure: I have known Ellen for many years and am one (of many) thanked by Ellen in the afterword. I can honestly say that I had nothing to do with this book…
Ellen Naylor's insight:

Amazon still needs to adjust their pricing for my Win Loss analysis book, as the hardcover is still cheaper than the paperback. However, today my long-time colleague, John McGonagle wrote a book review. He and Carolyn Vella have written numerous competitive intelligence books. I have read his books and book reviews for over 20 years, and this one is no exception: crisp, clear and to the point. Thanks John McGonagle.

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25 Social Media Ideas to Connect Your Audience to Your Business

One of the things that I get asked the most frequently is what should businesses share on social media, which sparked these 25 social media ideas you can use ...

Via Daniel Watson
Ellen Naylor's insight:

Some creative ideas to connect and engage with your tribe. Ask questions. Use humor. 

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Brett.Ashley.Crawford's curator insight, December 1, 2015 1:56 PM

Very nice way to share a slide deck with very actionable items for arts and nonprofits.

Jeremy Barton's curator insight, December 2, 2015 12:44 AM

Some good ideas to keep in touch with clients and prospects

Alahad Group's curator insight, December 12, 2015 1:30 AM

#NowHiringUAE #JobSearchUAE #JobHuntKSA #Careers #AlahadGroup #ALAHAD #HR #Recruiting #employers #HumanResources #hiring #tweetmyjobs #jobless #freelance #jobopening #jobposting #employment #opportunity #recruiting #jobsearch #joblisting #hireme #MBA #linkedin #unemployed #resume #needajob #jobtips #career #interview #training #jobhunt #dreamjob #hotjobs #consulting #consultants

Alahad Group The Recruiting Specialists http://www.alahadgroup.com

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Why Win/Loss Analysis?

Why Win/Loss Analysis? | Win Loss Analysis | Scoop.it
While Win/Loss analysis renders a visible ROI, if company's make changes based on the analysis. But is it in trouble in our increasing busy, digital world, where people don't have the time or comfo...
Ellen Naylor's insight:

I would to hear about your successes, failures and lessons learned in doing win/loss analysis. 

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Selling Win/Loss Analysis to Sales Teams

Selling Win/Loss Analysis to Sales Teams | Win Loss Analysis | Scoop.it
Sales may initially exhibit fear and resistance to Win/Loss analysis since individual sales people’s performance will be critiqued by customers in ways it hasn’t been, outside of sales management. ...
Ellen Naylor's insight:

How have you sold Win/Loss to your sales teams?

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Analyzing the B2B Buyer's Journey - 20 Tools and Tips - Strategic and…

This presentation was delivered at the Strategic and Competitive Intelligence Professionals - 2015 National Conference. Overall, this presentation covers som…
Ellen Naylor's insight:

This paper presents some great ideas for you to ask your customers and those who selected a competitor in Win/Loss interviews. This is more about how did they think about your firm in the 1st place, and where did they look on the Web? What influenced them the most?

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What Separates the Strongest Salespeople from the Weakest

What Separates the Strongest Salespeople from the Weakest | Win Loss Analysis | Scoop.it
A new study reveals six variables.
Ellen Naylor's insight:

Good #sales traits to keep in mind. Verbal acuity would be one to keep in mind when developing your #Win/Loss template.

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Capture Competitive Intelligence from Sales: Switching Cost Analysis

Capture Competitive Intelligence from Sales: Switching Cost Analysis | Win Loss Analysis | Scoop.it
One tool that been very popular with Sales forces over the years is “Switching Cost Analysis.” The goal is to help retain your customers! Identify all the hidden costs of the competitor’s solution...
Ellen Naylor's insight:

This is a great way to show customers the true cost of switching. That is if they're willing to sit down with you. 80% of sales go to the incumbent. This sort of analysis will up that number even more.

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Making the Perfect Match: Adapting to Your Buyers' Process

Making the Perfect Match: Adapting to Your Buyers' Process | Win Loss Analysis | Scoop.it
ReadyTalk's web conferencing and audio conferencing solutions are intuitive to use, simple to join, and easy on the budget. Contact us today for successful web meetings and conference calls.
Ellen Naylor's insight:
Making the Perfect Match: Adapting to Your Buyers' Process

Looks like good stuff for those who are struggling with how to sell these days. Sell like you Buy. Align your sales process with your customer's buying process. It's on Feb. 25 at 1 p.m. ET. It is led by sales and marketing veteran, Larry Torri, who has led sales organizations large and small.  

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When Your Prospect’s Silence is Deafening | Kendra Lee | LinkedIn

When Your Prospect’s Silence is Deafening | Kendra Lee | LinkedIn | Win Loss Analysis | Scoop.it
Ellen Naylor's insight:

This reminds me that to engage the customer, we need to offer just a couple of tidbits that aren't found on the Internet, since so much buying is done before sales is contacted. 

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Stages Of Sales Funnel, Its Cycle And Role Of Content At Different Stages

Stages Of Sales Funnel, Its Cycle And Role Of Content At Different Stages | Win Loss Analysis | Scoop.it

The Content makes up almost 50 percent of a website. It helps a business communicate with the audience of its website. Content is King – is the well known saying of the decade. Content is essential for a business at every stage of customer acquisition. It is used in different ways to attract the customers.

Creative and promotional content is often used in the sales strategies of a business. It has a strong role at every stage of the sales funnel. At the top of the funnel, creative content is used to attract the attention of the customer.

In the middle stage, it is used to provide further information on the product or service (s) provided. Later, it helps in maintaining customer loyalty. In this way, there is no stage of the sales funnel which can do without content.Let’s explore more about the role of content in the sales funnel.


Via Brian Yanish - MarketingHits.com, No Boxes
Ellen Naylor's insight:

Give customers what they need at each stage of the decision making process, since many don't come to #Sales until their decision is almost made. It's also important that you figure ways for industry experts to support your product, another source #customers look at in decision-making. #marketing

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Mosaic Marketing's curator insight, January 23, 2015 7:56 AM

Content is king throughout every element of the marketing mix 

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10 Tips to Avoid Stealing Your Sales Rep's Spotlight

When a salesperson invites you or any other company expert to a prospect meeting, your goal should be to pitch in when your expertise is needed and avoid the temptation to hog the spotlight.

Ellen Naylor's insight:

Sales people bring us in to do win loss interviews. Remember it's their account and you don't want to upset the relationship they have developed with their client. If they are present for the win loss interview, it's also their meeting.

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4 Ways to Cut Down on the Hidden Costs of Sales

4 Ways to Cut Down on the Hidden Costs of Sales | Win Loss Analysis | Scoop.it
Empower your salespeople by giving them the tools they need and removing the distractions they don't.
Ellen Naylor's insight:

In addition to these 4 ways to reduce #sales costs, the output from win loss analysis can cut down your time to qualify and close deals. 

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