A Brief Introduction to Sales Win/Loss Analysis

1. Win/Loss Analysis
A Brief Introduction to Sales Win/Loss Analysis

2. What is Win/Loss Analysis?
• Win/Loss Analysis is an “autopsy” of sales results– good or bad
 Wins
 Losses
• The analysis seeks to answer “Why?” for success or failure to secure the sale
• The ultimate goal is discovering insights to make improvements to future
sales situations
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3. Where to Start?
• Sales and finance data
• Your sales team
• Clients, prospects, and suspects
• Your competition
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4. What Do We Really Want to Know?
• Why did we win or lose?
• Where are the best opportunities
coming from?
• What do our best opportunities “look”
like?
• Are we pursuing the “right”
opportunities?
• Who should we pursue?
• What are our strengths or
weaknesses?
• How are we perceived?
• What do we “really” offer?
• What is salesperson’s relationship and
actual process?
• What is our sales process?
• What criteria are most important in
the request for proposal (RFP)
process?
• Who were the decision makers
involved?
• Who else competed for this business?
• What resources went into the win or
loss?
• Pricing and margins--Is the business
really profitable?
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5. What Measurement Dimensions?
• Dollars
• Counts
• Sources
• Timing
• Sales team reason for the win or loss
• Client/prospect reason for the win or
loss
• Characteristics
 Industry
 Client/prospect revenue size
 Client/prospect other demographics
 Geographics
 Products/Services
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6. Tools to Use
• Customer Relationship Management (CRM) system
 Salesforce.com or similar tracking system used by the sales team to collect data
• Excel or other data analysis tool
 Pivot tables make slicing and dicing the data easier
• Powerpoint or other presentation tool
 Present a deck to senior management, operations heads, sales team, and marketing
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7. We Analyzed it . . . Now What?
• Use common sense and good judgement:
 Share the results with all relevant stakeholders
 Make recommendations and plans to do or seek out more of the successful
 Make a plan to downplay or improve the weak spots
 Move away from or abandon the low-to-no probability business
 Be prepared to try new approaches
 Continue to monitor and improve results– This isn’t a one-time exercise
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8. Thank You!
This Slide Concludes This Review
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• For More Information, Please Contact George Sloane at:
• AnalyticDesignGuy.com website
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• Gmail: gsloane.business@gmail.com
• Phone: (203) 981-4488