The win loss analysis question I get asked the most often is: “Can you share your win loss templates?” I break down win loss questions into 4 buckets: relationship health; company reputation; product/service attributes and servicing issues.
I thought that you would only gain benefit if you conducted win/loss interviews quarterly, but I found out that you can learn so much, even from 20-25 interviews. I hope to share this skill in my book so small and mid-size companies can take advantage of what they can learn from more in-depth interviews with customers and prospects a couple of months after the sales event.
The world has lost one of our greatest women this week, Maya Angelou. She has impacted my life with her statements, particularly this one. “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” Thank you Dr. Maya Angelou
I read two great blogs in the last couple of weeks: David Harkelroad’s which asserted that the biggest problem in strategy is mindset; and an HBR blog on “What Gets in the Way of Listening?” I think they are related since if you truly listen, you are open to having your mind changed. I am curious as to how others deal with their leadership’s lack of listening ears? I know as a telephone interviewer that there are not enough listening ears and that job disengagement in the US is around 70%, so if they answer their phone, they are likely to be informative.
Join us (Ellen Naylor, Business Intelligence Source; Mitch Emerson, Compelligence; Dean Davison, Forrester Research) for a free 45 minute webinar, “From Competitive Intelligence Collection to Sales Enablement,” on April 22, 2014 at Noon Eastern US. Learn how to collect more effectively from your sales force; how to transform that data into competitive intelligence that Sales can tap into for each deal; and how to hold conversations with customers in ways that resonate with them and engage them to buy.
I am most fascinated by what motivates people to share, and how to figure this out quickly, especially during a telephone conversation where you don’t have the benefit of body language. Contrary to what I have been taught: “Do not treat others like you would want to be treated.” Treat them the way THEY want to be treated.
I have applied Johari’s model to classifying those we talk to in the collection process. It’s helpful to be aware of their pre-disposition towards sharing versus what they know. My classifications are: Egocentric; Deeply Knowledgeable; Intellectual and Helpers.
Compelligence recently introduced the Compelligence App which is the only competitive and market intelligence software that integrates seamlessly within Salesforce.com. It builds off the strengths of Salesforce.com in that it helps sales close more deals since it extends the reach of Salesforce.com to include data from the competitive marketplace. Armed with this information at their fingertips, account reps have even more time to sell.
When you rely solely on the Internet and social media as sources of intelligence, you just have your interpretation of what you think is going on. You perpetuate your blind spots, which we all have. That’s why I like to engage in conversation with others when I seek information for important things in my life. It’s a relief to me that leadership in America is stressing the importance of conversation. Perhaps there is some correction from the imbalance and overreliance of digital connections to provide us with the answers we seek in our personal and business lives.
How current is your intelligence on your competitors, your competitive environment, your customers, your suppliers, that is, on your entire corporate environment?
Why is it that companies don’t want to disclose who they are in win loss interviews? Is it fear? Many feel if they don’t identify who they are, they’ll get a more objective interview. They are also afraid if they let the customer know who they are—especially when they lost the business—the customer won’t take the interview or if they do, they won’t tell much. A third common reason is they don’t want their sales force to know that they’re conducting these interviews since some of the questions assess the effectiveness and quality of the sales force.
I have found that transparency is a win/win for customers and the company in win loss analysis interviewing. It’s the ultimate in cooperative intelligence and promotes sharing.