win/loss analysis: the cooperative angle
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競爭情報. 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. Win/Loss Analysis. when : after the sales how : interview your customers for what : what you did right where you can improve - PowerPoint PPT PresentationTRANSCRIPT
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
競爭情報
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~