win/loss analysis: the cooperative angle

Win/Loss Analysis:The Cooperative Angle指導老師：謝寶煖 教授B96106007 廖元敏B96106022 徐宜安B96106041 周式萱

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Win/Loss Analysis when ： after the sales how ： interview your customers for what ： what you did right where you can improve what the competitors did right or

wrong why they choose to do business with you or competitors

Win/Loss Analysis

management market place

their feedbackInvest time

Win/Loss Analysis Combines knowledge from Sales Customers The competition Your products Your services The market

Kowledge

Sales

Customers

Competition

Products

Services

Market

Win/Loss Analysis Identify clear objectives for conducting W/L Analysis.

Invest time to develop questions you want answered.

Maintain professionalism throughout this process.

Don’t merely survey your customers.

Don’t just interview losses, include wins.

Include sales, but do not have sales conduct the interviews.

Communicate your findings broadly.

Identify Clear Objectives for Conducting W/L Analysis.

Identify Clear Objectives What you want to learn Track sales in a certain geography where used to win. Track surprised wins and losses. Track a new product’s successes and failures.

How soon you should conduct it Monthly/Quarterly

Invest Time to Develop Questions You Want Answered.

Invest Time to Develop Questions Engage the people at your company Conduct a company SWOT Take advantage of other functional areas

sales attributes, company reputation, product attributes, service issues

Maintain Professionalism Throughout this Process.

Maintain Professionalism Communicate the goals within the company

Develop the QuestionHow often you will conduct W/L analysis

Let sales know it First contact the customers Clearly explain the purpose What the customer can gain from it

Don’t merely survey your customers.

Collect Additional Information

Use intuitive skills to collect additional information

Track trends by getting answers to some basic questions

Obtain additional insight into customer

Customer’s decision-making criteria

Competitor’s offerings and positioning

Shortcomings in your product

or service

Ideas for new products or

services

Additional Information

Customer’s decision-making criteria

Competitor’s offerings and positioning

Shortcomings in your product

or service

Ideas for new products or

services

listen for the customer’s tone and sense of engagement

listen to what’s being said, what’s being omitted

pose the questions indirectly if we sense the customer feel disarmed

observe the whole gamut of body language and adjust our interviewing style

Don’t just interview losses, include wins.

Don’t just interview losses

Continue the practice that help you retain and gain business

Retaining customer’s business is cheaper Win interview can reinforce the relationship Creates a positive energy with the sales force Don’t downplay company’s strengths

Internal External

Treat

Opportunities

Weakness

Strength

Internal External

Include sales, but do not have sales

conduct the interviews.

The salesperson Believes they already

doing the analysis Use cryptic reason to why

they won or lost May not be concerned

about the details Conducts post mortems

after significant losses

The customers

Be forthright to share and answer if a third party or a skilled interviewer conducts the interview

Analysis Report The analysis should not be written as a

negative report A factual account of why win and loss Include some reasons that can help

stimulate sales

Communicate your findings broadly.

Communicate Findings Broadly

Communicate to those individuals who can benefit from this information

The company’s management Sales persons Sales managers Product management

Win/Loss Analysis Identify clear objectives for conducting W/L Analysis.

Invest time to develop questions you want answered.

Maintain professionalism throughout this process.

Don’t merely survey your customers.

Don’t just interview losses, include wins.

Include sales, but do not have sales conduct the interviews.

Communicate your findings broadly.

Conclusion Win/ loss analysis is a key competitive

intelligence collection tool Analysis give company more time to either

retain or gain the customer’s business Make some changes to influence a positive

outcome

Q & A~Thank you~