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
Win/Loss Analysis
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when： after the sales
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how：
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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
Win/Loss Analysis
Invest time
their feedback
management
market place
Win/Loss Analysis

Combines knowledge from
Sales
Customers
The competition
Your products
Your services
The market
Sales
Market
Customers
Kowledge
Services
Competition
Products
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.
Identify Clear Objectives for
Conducting W/L Analysis.
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 new product’s successes and failures.

How soon you should conduct it
Monthly/Quarterly
Invest Time to Develop Questions
You Want Answered.
Invest Time to Develop Questions


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Engage the people at your company
Conduct a company SWOT
Take advantage of other functional areas
sales attributes, company reputation,
product attributes, service issues
Maintain Professionalism
Throughout this Process.
Maintain Professionalism



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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
Don’t merely
survey your customers.
Collect Additional Information



Use intuitive skills to collect additional
information
Track trends by getting answers to some
basic questions
Obtain additional insight into customer
Customer’s
Customer’s
decisiondecisionmaking
making
criteria
criteria
Ideas for
for new
new
Ideas
products or
or
products
services
services
Additional
Information
Shortcomings
in your
product or
service
Competitor’s
offerings and
positioning
listen for the
customer’s
tone and sense
of engagement
listen to what’s
being said, what’s
being omitted
pose the questions
indirectly if we sense
the customer feel
disarmed
observe the
whole gamut of
body language
and adjust our
interviewing
style
Don’t just interview losses,
include wins.
Don’t just interview losses

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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
Internal
External
Strength
Opportunities
Weakness
Treat
Internal
External
Include sales,
but do not have sales
conduct the interviews.
The salesperson
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
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
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
The customers

Be forthright to share and answer if a third
party or a skilled interviewer conducts the
interview
Analysis Report


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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
Communicate your findings
broadly.
Communicate Findings Broadly

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Communicate to those individuals who can
benefit from this information
The company’s management
Sales persons
Sales managers
Product management
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.
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
Q&A
~Thank you~