1 / 30

Win/Loss Analysis: The Cooperative Angle

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. when : after the sales how : interview your customers for what : what you did right where you can improve

iman
Télécharger la présentation

Win/Loss Analysis: The Cooperative Angle

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. 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

  2. Win/Loss Analysis • when: after the sales • how: 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

  3. Win/Loss Analysis theirfeedback Invest time marketplace management

  4. Win/Loss Analysis • Combines knowledge from Sales Customers The competition Your products Your services The market

  5. 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.

  6. Identify Clear Objectives for Conducting W/L Analysis.

  7. 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 newproduct’s successes and failures. • How soon you should conduct it Monthly/Quarterly

  8. Invest Time to Develop Questions You Want Answered.

  9. Invest Time to Develop Questions • Engage the people at your company • Conduct a company SWOT • Take advantage of other functional areas sales attributes, company reputation, product attributes, service issues

  10. Maintain Professionalism Throughout this Process.

  11. Maintain Professionalism • 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

  12. Don’t merely survey your customers.

  13. Collect Additional Information • Use intuitive skills to collect additional information • Track trends by getting answers to some basic questions • Obtain additional insight into customer

  14. Customer’s decision-making criteria • Customer’s decision-making criteria • Ideas for new products or services • Competitor’s offerings and positioning • Competitor’s offerings and positioning • Ideas for new products or services Additional Information • Shortcomings in your product or service • Shortcomings in your product or service

  15. pose the questions indirectly if we sense the customer feel disarmed • listen to what’s being said, what’s being omitted listen for the customer’s tone and sense of engagement • observe the whole gamut of body language and adjust our interviewing style

  16. Don’t just interview losses, include wins.

  17. Don’t just interview losses • 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

  18. Strength

  19. Include sales, but do not have salesconduct the interviews.

  20. The salesperson • 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

  21. The customers • Be forthright to share and answer if a third party or a skilled interviewer conducts the interview

  22. Analysis Report • 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

  23. Communicate your findings broadly.

  24. Communicate Findings Broadly • Communicate to those individuals who can benefit from this information • The company’s management • Sales persons • Sales managers • Product management

  25. 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.

  26. 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

  27. Q & A ~Thank you~

More Related