Win/Loss Analysis: How to Capture and Keep the Business You Want - Softcover

Ellen Naylor

Softcover

ISBN 10: 099727221X ISBN 13: 9780997272215

Publisher: Park Hill Press, 2016

Synopsis

• Do you want to win and retain more business? Nail the competition? 
• When you win deals, do you know why you win them? 
• When you lose deals, do you know why you lose them? 
• When your existing customers choose you again, why do they? 
• When your existing customers abandon you, why do they?

If you don't ask your customers and those who chose a competitor, you won't truly discover why you're winning and losing deals. Find out why buyers choose to do business with you or your competition. Learn how they went about making their buying decision.

If your company is struggling, losing its visibility or failing in growth projections, you need Win/Loss Analysis. Woven throughout are steps to gather and implement competitive intelligence, customer insight and strategic panache. You will pull insight to develop specific buyer personas.

With the guidance of Win/Loss Analysis, you will discover how to remove the guesswork, and gain more business by conducting Win/Loss interviews with your customers and former prospects--after the buying decision has been made.

For over two decades, Win/Loss expert Ellen Naylor has guided executives and managers to world-class results with her 12-Step Win/Loss process. Now you will get her inside tips and secrets to lead your company to do the same.

Not convinced yet? Research shows that taking action from a formal Win/Loss program can improve win rates between 15 to 30 percent.

About this title

From the Author:

I wrote this book since every time I complete a Win/Loss analysis project, and my client makes changes based on the analysis, they make more money. How many times do you have such a positive outcome every time you do something? 
Win/Loss analysis is a squishy process since it's a relationship business. I am sharing the process I have developed over the years that works, so you can set up your own Win/Loss program, and help your company make more money. 

From the Inside Flap:

Do you want to know why your competitors get the business and you didn't?

• Are you sick and tired of losing to the competition repeatedly?
• Do you know why you lose to the competition?

Your ideal customer is based on using market research and real data about your existing customers, customer demographics, behavior patterns, motivations and goals. It's the "buying persona" that every marketer and business owner must know. 

• Do you know who your ideal buyer and user of your services and products is? 
• Would you like an insider's tips on how to identify, cultivate and nail them as a customer?
• Would you like to discover why buyers chose to do business with you or your competition? 

Or, learn just how they went about making their buying decision. You can with Ellen Naylor's Win/Loss Analysis. You will pull insight to develop specific buyer personas. Not convinced yet? Research shows that taking action from a formal Win/Loss program can improve win rates between 15 to 30 percent. The bottom line: you can win and retain more business from Win/Loss Analysis.Stop losing and nail the competition!

About this edition

• Publisher: Park Hill Press
• Publication date: 2016
• ISBN 10: 099727221X
• ISBN 13: 9780997272215
• Binding: Paperback
• Edition number: 1
• Number of pages: 216
• Editor: John Maling, Rodgers Naylor, James Hallman