I am in the planning stages of a win loss analysis project and in the spirit of cooperative intelligence will share why many of these endeavors don’t shed much light and never really get off the ground. One reason is the person conducting the win or loss interview does not have all the material s/he needs before conducting the interviews. Often people ask me for the template that I use when conducting the interviews. While that’s important, I find that people will tell me what they know once I get to interview them. The real challenge is convincing them to take the time for the interview in the first place!
What you need to get in the door:
#1 Basic Sales Intelligence about the situation for each person/company you will be interviewing. At a minimum, I like to have:
The Company’s Name I will be interviewing
The Customer’s Name(s) (I like to get two or three if possible and let the customer decide who has time for this interview.)
Customer’s Contact Information: Phone number AND email address
Account Rep’s Name
How Long with the Company
Annual Revenue from theSale
Approximate Date of the Sales Decision
Win, Loss or Undecided
If Win, check what applies: Incumbent, Win back, Win with Competition, Win with little competition, Customer testimonial already
If Loss, check what applies: Was previously a customer, Was Never a Customer. Loss to ______ fill in the name of the Winner
All competitors whether win, loss or undecided
Deal Summary (Share the relevant details around the win or loss including the key challenges.)
Specific to the industry or customer. I will create categories of “customer” based on what marketing tells me, so sales can just check that off. I want to make this as easy as I can for Sales.
#2 A good value proposition as to why the customer or prospect wants to talk to you that you will either tell them over the phone or email to them in advance of a phone call to schedule a convenient time to connect.
#3 Flexibility on time and communication for the feedback you need on the win or loss situation. This is the real challenge today. So many people are doing the work of 4 people that they simply don’t have time. Some have that 15-20 minutes that you need to go over a survey and also allow them to simply tell you the real reasons why you won or loss and share precious nuggets about their business and the competitors. Others don’t, so you need to be creative about letting them tell you their story. Sometimes it’s useful to let them tell you some hard hitting information via email and then have a 10 minute call. Somehow this isn’t as painful to them. Ironically it would probably take less of their time to give you a 20 minute call since email does take time to compose but somehow it often isn’t perceived that way.
#4 Research the companies and the people that you will be interviewing. In yesteryear I spoke to Sales to get this information. Now Sales doesn’t have time to talk to me in most situations, so I check out LinkedIn and other social networks to get an idea of how that person I need to connect with will be motivated to share based on their communication style. This is a good use of time since you can customize your communication based on this intelligence and this really opens up sharing. If you don’t know the company, check out their site so you can appreciate what they do.
So, I have shared the start to my win/loss projects, what do you have to add?
Win/Loss Analysis book gives you a process to learn why you’re losing business and how to keep more of it!