how win-loss analysis captures and keeps new business

The Intelligence Collaborativehttp://IntelCollab.com #IntelCollab

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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: [email protected]

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-LossWhy It Works

· Understand Buying Process in New Ways· Disclose Miscommunications· Isolates Sales Team from Knowledge Building· Probe Actual Performance of Selected Vendor

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=Me0ijy9BoXqcWM&tbnid=_zld2RZkLh-bmM:&ved=0CAUQjRw&url=http://www.blogface2face.com/2010/01/&ei=CVolUprQLsqiyAH-uYDwBg&bvm=bv.51495398,d.aWc&psig=AFQjCNHeawdr8deZwL8nfN_FtgK8zcZbgQ&ust=1378265919528098


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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-LossWhy 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. InterviewCustomers

8. Tally Interview Results9. Analyze

Findings

12. MakeChanges

2. Which Accounts?

5. Connect with Sales

4. CreateQuestions

6. Connect with Customers

10. Make Recommendations

11. Disseminate

3. CompanyCulture

1. YourGoals?


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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 Grounded2. Conversation Persona: Yours & Theirs3. Professional4. Polite5. Appreciative6. Don’t take yourself too seriously7. 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

http://thebisource.com/win-loss-analysis-book-interest/


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Thank you! Now how about a little Q&A?

Email: [email protected]

Phone: 720-480-9499Twitter: @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!