MARKETINGPROFS: INCREASING SALES EFFECTIVENESS: THE ART AND SCIENCE OF WIN/LOSS ANALYSIS
MarketingProfs‘ Rachel Corn and Robin Kahn suggest having an unbiased third party interview your clients to learn their decision making process. How’s your approach to win/loss analysis?
MarketingProfs Excerpt:
What better time to think about improving your company’s sales-force effectiveness than now?
With business growth more unpredictable than ever given the current economic climate, a win/loss analysis may be just the way to help you gain a quick advantage over the competition. Surprisingly, however, most companies don’t leverage win/loss.
Studies have found that growing companies win roughly 50%-60% of the deals they bid on. If you include customers who take no action, that number drops to 20%.
Do you really know why you lost the recent deal or why some customers keep coming back? Customers have the answers, but they rarely provide them in an unfiltered manner to your sales and service teams.
What Are the Benefits of a Win/Loss Analysis?