How Win Loss Analysis Helps Understand Buyer Behavior

The Intelligence Collaborative
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How Win Loss Analysis Helps
Understand Buyer Behavior to
Convert and Retain New
Customers
A Complimentary Webinar from Aurora WDC
12:00 Noon Eastern /// 4 September 2013
~ featuring ~
Ellen Naylor Arik Johnson

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Ellen Naylor
Ellen Naylor is President of The Business Intelligence Source, now in its 20th
year. She started in competitive intelligence by creating a CI operation at Bell
Atlantic in 1985, now part of Verizon. She continued her path in CI and
forecasting at Northwest Airlines. Ellen is a 23-year member of SCIP
(Strategic Competitive Intelligence Professionals) where she won the Catalyst
and Fellow awards, and is a prolific author for CI Magazine. Ellen earned her
MBA from the Darden Graduate School of Business in Virginia, and her BA at
the University of Notre Dame in the second graduating class of women. She
was raised in Japan where she still has strong ties.
Email: ellen@thebisource.com
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 at http://AuroraWDC.com – see you next time!

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Questions, Commentary & Content

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Agenda
► Process
► Why? Why not?
► Benefits
► How?
► Quantitative Analysis
► Qualitative Results
► Best Practices/not
► References
► Q&A and Discussion

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Win/Loss Process
Interview
Customers
Write up Each
Interview
Tally Results of
All Interviews
Disseminate
Which
Accounts?
Connect
With SalesCreate
Questions
Connect with
Customers
Analyze
Results
Recommend
Improvements
Keep a
Scoreboard
Sep 2013 ©Ellen D. Naylor, The Business Intelligence Source

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Win-Loss
Why 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

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Win-Loss
Why It Isn’t Done
Mythology Prevails
Company Thinks They’re Already Doing It
Benefits Overlooked Due to Politics
Cost
No High Level Sponsorship
It’s Not for Everyone!

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Win-Loss
Why It Works
Understand Buying Process in New Ways
Disclose Miscommunications
Isolates Sales Team from Knowledge Building
Probe Actual Performance of Selected Vendor
Advanced Sales Technique

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Cognitive Dissonance
• Social Psychology
• Disconnect between
One’s Beliefs and
Actions

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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

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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

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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

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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

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Win-Loss
How It’s Ideally Done
Systematic, Planned Effort
Structured Phone Interview
Ideally Conducted by Third Party
Sales, Marketing, Product Managers

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- 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)

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Organize the Win-Loss Process
• Frequency?
• Which Accounts?
− Strategic? $ Value Political
• Who interviews?
− Blind or Open?
• Culture
• Accountability - Actionable
• Advanced sales tool

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• Win/Loss Reviews:
http://amzn.to/15VcD35
• Real-time win/loss
• Early warning
• By Sales
• MANY sales events
• Database development
• Smartphone APP

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• 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

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Work Off Sales Process
Case 1 Case 2
Competitors ADP ADP
Mega Bank Local CPA
Customer Gates Softw are 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!!

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Build Factual Simple Analysis
SALESPERSON COMPETITOR TOTAL
LOSSES
LOSSES DUE
TO PRICE
Johan B A 20 10
Susan D A 10 9
Pierre Q A 25 5

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Results Versus Competitor A
#1 Reason Lost Percentage
Positioning 15
Technology 30
Pricing 10
Delivery 10
Customer Service 20
Reliability 20

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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

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Trends
60% 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 rating

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More Complex Quantitative Analysis
Analyzing Decision Making Criteria Vs Your Performance
5 is highest rating
Value
Parameter
Rank in Decision
Process
Evaluate Actual
Performance
Delivery 5 3
Implementation 5 2
Support 5 4
Training 4 4
Integration 5 2

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Win-Loss Longitudinal Benchmarks:
Competitor A
Parameter Competitor A Factor
Weight
Pricing Consistently
6% lower
4.5
Delivery Perceived at
parity
3.9
Service Level
Agreements
Four 9’s,
about same
3.7
Feature Mix Slightly better 3.0
Positioning Lower Level 4.8
5 is highest rating

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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

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 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 Failure

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Win/Loss References
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
Get a free list of over 140 competitive intelligence books here
Ellen Naylor: +1.303.838.4545
ellen@thebisource.com
www.thebisource.com
http://cooperativeintelligenceblog.com
http://twitter.com/EllenNaylor
www.linkedin.com/in/ellennaylorcolorado

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Ellen Naylor
Thank you! Now how about a
little Q&A?
Email: ellen@thebisource.com
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 at http://AuroraWDC.com – see you next time!

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