The Why, What & How of Win Loss Analysis
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Transcript of The Why, What & How of Win Loss Analysis
The What, Why & How of Win Loss Analysis
Ellen Naylor: +1.303.838.4545
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
Agenda
• Definition
• Process
• Why? Why not?
• Benefits
• How
• Quantitative Analysis
• Qualitative Results
• Best Practices/Not
• References
• Book: How to Develop a Win Loss Program
Sep 2014 ©Ellen D. Naylor, The Business Intelligence Source
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
Sep 2014 ©Ellen D. Naylor, The Business Intelligence Source
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!
Sep 2014 ©Ellen D. Naylor, The Business Intelligence Source
Win-LossWhy It Works
Understand Buying Process in New Ways
Disclose Miscommunications
Isolates Sales Team from Knowledge Building
Probe Actual Performance of Selected Vendor
Sep 2014 ©Ellen D. Naylor, The Business Intelligence Source
Cognitive Dissonance
• Social Psychology
• Disconnect between
One’s Beliefs and
Actions
Sep 2014 ©Ellen D. Naylor, The Business Intelligence Source
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
Sep 2014 ©Ellen D. Naylor, The Business Intelligence Source
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
Sep 2014 ©Ellen D. Naylor, The Business Intelligence Source
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
Sep 2014 ©Ellen D. Naylor, The Business Intelligence Source
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
Sep 2014 ©Ellen D. Naylor, The Business Intelligence Source
Win-LossHow It’s Ideally Done
Systematic, Planned Effort
Structured Phone Interview
Conducted by Third Party
OR Competitive Intelligence, Sales, Marketing,
Product Managers, Executives
Sep 2014 ©Ellen D. Naylor, The Business Intelligence Source
- 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)
Sep 2014 ©Ellen D. Naylor, The Business Intelligence Source
Win-Loss Issues:
• Frequency?
• Which Accounts?
– Strategic? $ Value Political
• Who interviews?
– Blind or Open?
• Culture
• Accountability - Actionable
• Advanced sales tool
Sep 2014 ©Ellen D. Naylor, The Business Intelligence Source
• Real-time win loss
• Early warning
• By Sales
• MANY sales events
• Database development
• Smartphone APP
• http://amzn.to/1fSmywJ
Sep 2014 ©Ellen D. Naylor, The Business Intelligence Source
• 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
Sep 2014 ©Ellen D. Naylor, The Business Intelligence Source
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!!
Sep 2014 ©Ellen D. Naylor, The Business Intelligence Source
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
Sep 2014 ©Ellen D. Naylor, The Business Intelligence Source
Results Versus Competitor A
#1 Reason Lost Percentage
Positioning 15
Technology 30
Pricing 10
Delivery 10
Customer Service 20
Reliability 20
Sep 2014 ©Ellen D. Naylor, The Business Intelligence Source
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
Sep 2014 ©Ellen D. Naylor, The Business Intelligence Source
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
Sep 2014 ©Ellen D. Naylor, The Business Intelligence Source
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
Sep 2014 ©Ellen D. Naylor, The Business Intelligence Source
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
Sep 2014 ©Ellen D. Naylor, The Business Intelligence Source
• 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
Sep 2014 ©Ellen D. Naylor, The Business Intelligence Source
Win/Loss References
Ellen Naylor: +1.303.838.4545
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
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
Email me: [email protected]
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