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So much about life revolves around effective communication. As a primary research expert, I am always looking to for ways to motivate others to share. You need to understand what makes them comfortable to share. I recently read Traci Brown’s book, Persuasion Point: Body Language and Speech for Influence. While the book focuses on closing sales deals, the same tactics …
Here are some of my favorite nuggets from Amy Cuddy’s book, Presence, and how they relate to primary research and Win/Loss analysis interviewing. I highly recommend this book.
One of the most common questions I am asked in the Win/Loss analysis process is, “How do we create a value proposition to get our customers or non-customers to participate in a Win/loss conversation?” Interviewers seems to want to have a one size fits all value proposition. That’s not how it works: this is an individual you want to connect with.
Q & A from July 2015 SCIP Global Chapter Webinar: “Win/Loss Analysis: How to Clinch and Keep the Business You Want.” Competitor analysis comes from Win/Loss analysis (interviews) or comes from Win/Loss + research? If it comes from Win/Loss what is the weight? Competitor analysis comes from many sources, and Win/Loss interviews should be a key source since they come directly …
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. Read on to learn the strategic and tactical benefits Sales gains from Win/Loss analysis.
If you want to outsource Win/Loss analysis, here are 10 things to consider as you decide on a consulting firm:
1. Industry Experience
2. Connection to Sales
4. Project Management
5. Team Player
6. Written/Oral Skills
7. Project Delivery
10. Sharing Win/Loss Experience
Win/Loss analysis is more important than ever since sales people are brought into buyer’s decision-making quite late in the process. Previously most of the Win/Loss interview focused on sales performance and behavior, which is still part of Win/Loss. However, since 60% of the purchasing decision is done before buyers contact sales, you need to ask how they researched your company. So you are querying around how well your company is marketing to capture business as a major part of Win/Loss.
Do you outsource or use in-house resources to conduct Win/Loss interviews and the analysis? This is a question I have been asked frequently in the 25 ypros and consears that I have done Win/Loss work. There are pros and cons to each approach, and your company’s and industry’s cultures will often dictate which approach will work better for you. Sometimes it’s a combination of in-house and consultant resources that works best.
This article contains some best practices to engage sales to share competitive intelligence information. It is a timeless topic that I have been researching in my 30 years as a competitive intelligence professional.
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