Selling Win/Loss Analysis to Sales Teams

Sales may initially exhibit fear and resistance to Win/Loss analysis since individual sales people’s performance will be critiqued by customers in ways it hasn’t been, outside of sales management. Others, whose products and services are continually being upgraded, are more likely to appreciate Win/Loss analysis since their marketplace and products are a fast moving target. But, Win/Loss analysis focuses on buyer’s entire decision-making process, most of which is made before they contact sales. Thus, a major objective in Win/Loss analysis is improved lead generation: Find where buyers look and how they are influenced by what they learn before they call sales …so more do connect with sales. What are the strategic benefits that Sales gains from Win/Loss analysis?

• Improved customer retention
• Higher win rates
• Expanded pipelines
• Increased customer spend
• Untapped opportunities with little competition

Here are a few of the tactical benefits for Sales from Win/Loss analysis.

• Better…

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