Morning Brew
Win/Loss Analysis: How to Capture and Keep the Business You Want
In today's highly competitive market, there are 4 essential questions to ask:
- When you lose business ... why do you?
- When you win business ... why do you?
- When customers abandon you ... why do they?
- When customers choose you again ... why do they?
Do the one thing most businesses are afraid of doing: ask the client "What happened?" Remove the guesswork, and gain more business by conducting Win/Loss interviews with your customers and those who chose a competitor.
Research shows that acting from a formal Win/Loss program can improve business win rates 15 - 30 percent. Research also indicates that companies with integrated marketing and sales functions win more business. The in-depth Win/Loss customer
Speaker(s)
Ellen Naylor
CEO, The Business Intelligence Source
Ellen Naylor is one of America's pioneers in competitive intelligence and Win/Loss analysis. She is the founder of The Business Intelligence Source, which for 20+ years has delivered research that has consistently helped companies beat their competition and make smarter strategic decisions.
Naylor helps companies develop competitive intelligence programs, Win/Loss analysis, market opportunity analysis, and elicitation collection. She has written hundreds of articles, and has given workshops and presentations to international audiences on these topics for 25 years. Naylor’s book, "Win/Loss Analysis: How to Capture and Keep the Business You Want," was published in 2016.
Additional information:
One on the book, Win/Loss Analysis: https://www.youtube.com/watch?v=KWbJKhJZouA (talking head)
One on Win/Loss analysis process: https://www.youtube.com/watch?v=OYoo3KVhuY8 (voice over)
