How Win Loss Analysis Captures and Keeps New Business
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How Win-Loss Analysis
Captures and Keeps
New Business
A Complimentary Webinar from Aurora WDC
12:00 Noon Eastern /// Wednesday 11 May 2016
~ featuring ~
Ellen Naylor Dr. Craig Fleisher
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Ellen Naylor
Ellen Naylor is one of Americaâs pioneers in competitive intelligence (CI) and Win/Loss analysis. She initiated Bell
Atlanticâs (Verizon) competitive intelligence operation for enterprise marketing in 1985. Her passion for Win/Loss
analysis stems from her extensive sales experience.
Ellen formed The Business Intelligence Source, a CI consultancy in 1993. Her clients range from small businesses
to the Fortune 500. She has given hundreds of competitive intelligence presentations, workshops and webinars at
conferences and universities globally, and is widely quoted in numerous business publications. Her book,
Win/Loss Analysis: How to Capture and Keep the Business You Want, is now available. Ellen has contributed most
notably to the Strategic and Competitive Intelligence Professionals (SCIP), as a board member, chapter chair,
author and frequent speaker. SCIP recognized her with the Catalyst and Fellow awards. Ellen earned her BA from
the University of Notre Dame, and her MBA at the Darden Graduate School of Business. She was born and raised
in Yokohama, Japan where she still has strong ties, and lives in Denver, Colorado.
Email: Ellen@theBISource.com
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ŠEllen D. Naylor, 2016: The Business Intelligence Source
Agenda
⢠Defining Win/Loss Analysis
⢠Benefits: Why & Why Not?
⢠Changes in Selling
⢠The 12-Step Process
⢠8 Interviewing Tips
⢠Other Issues and Logistics
⢠Outsourcing vs In-House
⢠The Future of Win/Loss
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ŠEllen D. Naylor, 2016: The Business Intelligence Source
Win-Loss
Why It Works
ďˇ Understand Buying Process in New Ways
ďˇ Disclose Miscommunications
ďˇ Isolates Sales Team from Knowledge Building
ďˇ Probe Actual Performance of Selected Vendor
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ŠEllen D. Naylor, 2016: The Business Intelligence Source
Strategic Benefits of Win/Loss
⢠Increase Profits and Revenues
⢠More Accurate Revenue Forecast
⢠Improve Product or Service Mix
⢠Timely Product/Service
Development
⢠The Right Marketing Alliances
⢠Improved Customer Retention
⢠Early Warning System
⢠Trends Against Competitors
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ŠEllen D. Naylor, 2016: The Business Intelligence Source
Tactical Benefits of Win/Loss
⢠Why You Really Win: Keep Doing it +
Build
⢠Why You Really Lose
⢠Isolate Results
⢠Product, Geography
⢠Over Time, By SalespersonâŚâŚ..
⢠Predict Likelihood of Win Versus Loss
⢠Improve Sales Positioning + Practices
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ŠEllen D. Naylor, 2016: The Business Intelligence Source
Win-Loss
Why It Isnât Done
ďˇ Not Aware
ďˇ Arrogance
ďˇ Think Theyâre Doing It
ďˇ Politics
ďˇ Cost
ďˇ Lack Executive Sponsorship
ďˇ Itâs Not for Everyone!
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ŠEllen D. Naylor, 2016: The Business Intelligence Source
The Sales Game Has Changed
⢠Potential customers research extensively
⢠Win/Loss + Pre-Purchase Research
⢠Win/Loss + Marketing
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ŠEllen D. Naylor, 2016: The Business Intelligence Source
Win/Loss Analysis Process
7. Interview
Customers
8. Tally Interview
Results
9. Analyze
Findings
12. Make
Changes
2. Which
Accounts?
5. Connect
with Sales
4. Create
Questions
6. Connect with
Customers
10. Make
Recommendations
11. Disseminate
3. Company
Culture
1. Your
Goals?
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ŠEllen D. Naylor, 2016: The Business Intelligence Source
Step 2: Which Accounts?
⢠Many think they know why they win,
But not why they lose.
⢠Why you think you win isnât always the truth
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ŠEllen D. Naylor, 2016: The Business Intelligence Source
Step 3: Company Culture: Yours & Theirs
⢠Your companyâs attitude towards risk/reward
⢠Politics: Win/Loss is Not for Everyone!
⢠The industry
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ŠEllen D. Naylor, 2016: The Business Intelligence Source
Win Loss Topics
Relationship Health
Account Management
Positioned with right people
Connected professionally
Clear communication
Responsiveness
Proposal clarity
Helpful customer references
Clarity of presentation/demo
Product knowledge
Knowledge of customer industry
Service Issues
Implementation/delivery
Tech support
Training
Service agreement
Maintenance
Company Reputation
Management team
Brand ID
Experience
Partner expertise
Distribution
Financial stability
Understand customerâs industry
Easy to do business with
Product Attributes
Overall capabilities
Ease of use
Features
Technology
Price
Maintenance
Reliability & quality
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ŠEllen D. Naylor, 2016: The Business Intelligence Source
Step 5: Connect with Sales
⢠Customer Motivation
⢠Know Me Before You Call Me
⢠Best Practices
⢠âEveryone is in Sales.â â Zig Ziglar
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ŠEllen D. Naylor, 2016: The Business Intelligence Source
Step 6: Connect with Customers & Prospects
⢠Scheduling Interviews
⢠Protocol
⢠Value Proposition
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ŠEllen D. Naylor, 2016: The Business Intelligence Source
8 Tips to Improve Interviewing Skills
1. Getting Grounded
2. Conversation Persona: Yours & Theirs
3. Professional
4. Polite
5. Appreciative
6. Donât take yourself too seriously
7. Anything Else?
8. Thank You
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ŠEllen D. Naylor, 2016: The Business Intelligence Source
Step 8: Tally Results from All Interviews
⢠Summaries
⢠Transcripts
⢠Qualitative and quantitative
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ŠEllen D. Naylor, 2016: The Business Intelligence Source
Example: Qualitative Analysis
⢠Bad Customer References
⢠Sales Too Pushy
⢠Didnât Understand Biz
⢠Features
⢠Price
⢠Kid Not Confident
⢠Tech Support Upsells
⢠Not Integrated
⢠Low 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
WeaknessesStrengths
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ŠEllen D. Naylor, 2016: The Business Intelligence Source
Step 10: Make Recommendations
⢠Implementation schedule
⢠Accountability
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ŠEllen D. Naylor, 2016: The Business Intelligence Source
Step 12: Make Changes
⢠Until you make changes, there is no increase in win rates!
⢠Formal Win/Loss programs can improve win rates 15-30%
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ŠEllen D. Naylor, 2016: The Business Intelligence Source
Win/Loss: Other Issues
⢠Relationship Business
⢠Company Disclosure
⢠Recording Interviews
⢠Compensating Interviewees
⢠Industry Specialization vs Interviewing Skill
⢠Security
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ŠEllen D. Naylor, 2016: The Business Intelligence Source
Outsourcing vs In-House or Hybrid
⢠No one knows your business like you do
⢠Advantages of 3rd party
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ŠEllen D. Naylor, 2016: The Business Intelligence Source
Final Thoughts: The Future of Win/Loss
⢠How will Win/Loss evolve due to the rising importance of content
media as a source of buyer intelligence?
⢠Will that extend to a reluctance to engage in Win/Loss interviews?
⌠Yet ⌠As collaboration between Sales and Marketing increases,
So do Close Rates.
People still need to be heard and listened to!
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ŠEllen D. Naylor, 2016: The Business Intelligence Source
For more information, visit:
http://thebisource.com/
win-loss-analysis-book-interest
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Thank you!
Now how about a little Q&A?
Email: Ellen@theBISource.com
Phone: 720-480-9499
Twitter: @ellennaylor
The Intelligence Collaborative is the online learning and networking community powered by Aurora WDC, our clients, partners and
other friends and dedicated to exploring how to apply intelligence methods to solve real-world business problems.
Apply for a free 30-day trial membership at http://IntelCollab.com or learn more about Aurora WDC
at http://AuroraWDC.com. See you next time!