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Win/Loss Analysis: The Cooperative Angle
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  1. 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

  2. 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

  3. Win/Loss Analysis theirfeedback Invest time marketplace management

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

  5. 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.

  6. Identify Clear Objectives for Conducting W/L Analysis.

  7. 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 newproduct’s successes and failures. • How soon you should conduct it Monthly/Quarterly

  8. Invest Time to Develop Questions You Want Answered.

  9. 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

  10. Maintain Professionalism Throughout this Process.

  11. Maintain Professionalism • Communicate the goals within the company Develop the Question How 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

  12. Don’t merely survey your customers.

  13. Collect Additional Information • Use intuitive skills to collect additional information • Track trends by getting answers to some basic questions • Obtain additional insight into customer

  14. Customer’s decision-making criteria • Customer’s decision-making criteria • Ideas for new products or services • Competitor’s offerings and positioning • Competitor’s offerings and positioning • Ideas for new products or services Additional Information • Shortcomings in your product or service • Shortcomings in your product or service

  15. pose the questions indirectly if we sense the customer feel disarmed • listen to what’s being said, what’s being omitted listen for the customer’s tone and sense of engagement • observe the whole gamut of body language and adjust our interviewing style

  16. Don’t just interview losses, include wins.

  17. 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

  18. Strength

  19. Include sales, but do not have salesconduct the interviews.

  20. 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

  21. The customers • Be forthright to share and answer if a third party or a skilled interviewer conducts the interview

  22. 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

  23. Communicate your findings broadly.

  24. Communicate Findings Broadly • Communicate to those individuals who can benefit from this information • The company’s management • Sales persons • Sales managers • Product management

  25. 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.

  26. 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

  27. Q & A ~Thank you~