the why, what & how of win loss analysis

The What, Why & How of Win Loss Analysis

Ellen Naylor: +1.303.838.4545

[email protected]

www.thebisource.com

160+ list of CI books: http://bit.ly/NHOCqM

http://cooperativeintelligenceblog.com

@EllenNaylor

www.linkedin.com/in/ellennaylorcolorado

Sep 2014 ©Ellen D. Naylor, The Business Intelligence Source

mailto:[email protected]

http://www.thebisource.com/

http://bit.ly/NHOCqM

http://cooperativeintelligenceblog.com/

http://www.linkedin.com/in/ellennaylorcolorado

Agenda

• Definition

• Process

• Why? Why not?

• Benefits

• How

• Quantitative Analysis

• Qualitative Results

• Best Practices/Not

• References

• Book: How to Develop a Win Loss Program


Win/Loss Process

Interview

Customers

Write up Each

Interview

Tally Results of

All InterviewsDisseminate

Which

Accounts?

Connect

With SalesCreate

Questions Connect with

Customers

Analyze

Results

Recommend

Improvements

Make

Changes

2014 ©Ellen D. Naylor, The Business Intelligence Source

Company

Culture

Win-LossWhy Do It?

Highest Value Research for Expended Effort

Most Accurate Measurement of Positioning

Benefits Customer

Exalts Vendor in Customer’s Eyes

Huge Data/Insight Mining Opportunity


Win-LossWhy It Isn’t Done

Mythology Prevails

Company Thinks They’re Already Doing It

Benefits Overlooked Due to Politics

Cost

Lack Executive Sponsorship

It’s Not for Everyone!


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

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

Cognitive Dissonance

• Social Psychology

• Disconnect between

One’s Beliefs and

Actions


Strategic Benefits of Conducting Win-Loss

• Increase Profits and Revenues

• More Accurate Revenue Forecast

• Improve Product or Service Mix

• More Timely Product/Service Development

• The Right Marketing Alliances

• Improved Customer Retention

• Early Warning System

• Study Trends Against Each Competitor & Take Action


Tactical Benefits of Conducting Win-Loss

• Find out Why You Really Win: And Keep Doing it!

• Find out Why You Really Lose

• Isolate results

– Product, Geography

– Over Time, By Salesperson……..

• Predict Likelihood of Win Versus Loss

• Improve Sales Positioning + Practices


Tactical Benefits of Conducting Win-Loss

• Improve Sales Results:

- Systematically Go After Losses

- Know When to Walk Away from Business

- Follow-up on Wins to Retain Customers


Who Benefits?

• Senior executives

• Sales management, Sales reps

• Marketing

• Sales training

• Engineering/Manufacturing

• Product managers/developers

• Customer service/Support

• Procurement

• PR + investor relations

• Operations, finance


Win-LossHow It’s Ideally Done

Systematic, Planned Effort

Structured Phone Interview

Conducted by Third Party

OR Competitive Intelligence, Sales, Marketing,

Product Managers, Executives


- Sales Professionalism

- Customer Relationship- Positioning- Distribution- Company Image- Financial Stability - Reliability/Quality- Product Capabilities

- Product Features- Technology- Price- Delivery/Implementation - Maintenance- Service/Support- Training- Internet (B to B)


Win-Loss Issues:

• Frequency?

• Which Accounts?

– Strategic? $ Value Political

• Who interviews?

– Blind or Open?

• Culture

• Accountability - Actionable

• Advanced sales tool


• Real-time win loss

• Early warning

• By Sales

• MANY sales events

• Database development

• Smartphone APP

• http://amzn.to/1fSmywJ


http://amzn.to/1fSmywJ

• Self critical culture

• Designed by Sales for Sales

• Win/Loss: Advanced sales skill

• Psychological engagement

– Sales: Peer to Peer Interaction

– Part of sales force automation

– Tied to Awards

• Account for Sales Bias

Why Win/Loss Review Works


Work Off Sales Process

Case 1 Case 2

Competitors ADP ADP

Mega Bank Local CPA

Customer Gates Software Chrystal Mfg.

Profile 1000 emps. Div.of Chrystal Inc.

$ 1.5 mil billing $200,000

Situation We're Incumbent CPA Incumbent

Merger New CFO

Est. Value 5-year deal, I-Net 3-yr term, Q audits

Proposition 25% discount New service rep.

Our VP: 10% discount Standard + ins.

Outcome Loss to Mega Win!!


Build Factual Simple Analysis

SALESPERSON COMPETITOR TOTALLOSSES

LOSSES DUETO PRICE

Johan B A 20 10

Susan D A 10 9

Pierre Q A 25 5


Results Versus Competitor A

#1 Reason Lost Percentage

Positioning 15

Technology 30

Pricing 10

Delivery 10

Customer Service 20

Reliability 20


Drill Down Technology Vs Competitor A

#1 Reason Lost Percentage

File Retrieval 10

Internal Memory 10

Web Access 20

Software Compatibility 10

Ease of File Transfer 40

Storage 10


Trends60% Win Vs Competitor A Last Year

Us Competitor A

Pricing We average 10% higher

Features 4 4.5

Delivery 5 4.5

Positioning 4.5 4

Product Depth 4 4

Customer Service 4 4.5

5 is highest ratingSep 2014 ©Ellen D. Naylor, The Business Intelligence Source

More Complex Quantitative Analysis

Analyzing Decision Making Criteria Vs Your Performance

5 is highest rating

ValueParameter

Rank in DecisionProcess

Evaluate ActualPerformance

Delivery 5 3

Implementation 5 2

Support 5 4

Training 4 4Integration 5 2


Win-Loss Longitudinal Benchmarks:Competitor A

Parameter Competitor A FactorWeight

Pricing Consistently6% lower

4.5

Delivery Perceived atparity

3.9

Service LevelAgreements

Four 9’s,about same

3.7

Feature Mix Slightly better 3.0

Positioning Lower Level 4.8

5 is highest rating


Qualitative

• Bad customer references

• Sales too pushy

• Didn’t understand biz

• Features

• Price

• Kid not confident

• Tech support upsells

• Not integrated

• 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


• Systematic

• Interviewers Probe

• Analysis is Consistent

• Analysis is Distributed

• Trends over Time

• Analysis Leads to

Intelligent Decisions

• Results Integrated

w/other Programs

• Event Driven

• Interviewers Survey

• Analysis Varies

• Analysis is Guarded

• Conducted Sporadically

• Is too Political

• Analysis is Isolated

Success Less Knowledge


Win/Loss References

Ellen Naylor: +1.303.838.4545

[email protected]

www.thebisource.com

http://cooperativeintelligenceblog.com

http://twitter.com/EllenNaylor

www.linkedin.com/in/ellennaylorcolorado

From a Good Sales Call to a Great Sales Call

http://amzn.to/18B5WRc Author: Richard Schroder

Articles from SCIP’s CI Magazine:• Win/Loss Analysis: The Cooperative Angle: bit.ly/17L07Wh

• Increasing Sales Through Win/Loss Analysis: http://bit.ly/17L0EaE

• Capture Competitive Intelligence thru Sales: bit.ly/1dE8Uvs

• How to Draw Customers into the Win/Loss Process: bit.ly/19g13PL

Free list: 160+ competitive intelligence books http://bit.ly/NHOCqM


http://www.thebisource.com/

http://cooperativeintelligenceblog.com/

http://twitter.com/EllenNaylor

http://www.linkedin.com/in/ellennaylorcolorado

http://amzn.to/18B5WRc

http://bit.ly/17L07Wh

http://bit.ly/17L0EaE

http://bit.ly/1dE8Uvs

http://bit.ly/19g13PL

http://bit.ly/NHOCqM

I am writing a book

How to Develop a Win Loss Program

Due Spring 2015, In time for SCIP’s Conference?

Win/Loss Internet Training as an Add-On

Interested in the Book?

Interested in Win/Loss Analysis Training?

Text me: 720-480-9499

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WHAT? Win/Loss Book, Win/Loss Training, Other?
