Win Loss Analysis Book: How to Capture and Keep the Business You Want

Win Loss Analysis Book


This Win Loss Analysis book helps businesses get answers to four questions that will help them thrive in today’s competitive marketplace.

  1. When you lose business, why do you?
  2. When you win new business, why do you?
  3. When existing customers abandon you, do you know why?
  4. When customers chose you again, do you know why?


Remove the Guess Work

Take the guess work out of learning why your customers decide to do business with you or not. After the buying decision, ask your customers and those who chose a competitor, “what happened.”

In this Win Loss Analysis book, you will learn how to ask your customers and former prospects just how they went about making their buying decision. You will pull insight to develop the buying persona that every marketer and business owner must know. You find out why you win and lose deals, and it isn’t just about your sales force: it’s about marketing, the competition, product development, your web presence, and what the digital gnomes are saying about you.

You will uncover customer insight and competitive intelligence that you won’t find out any other way. Reasons that will help you improve your win rates and customer retention. Research shows that taking action from a formal Win Loss program can improve business win rates between 15 to 30 percent.

Specifically you’ll learn how to set up a world-class Win Loss program by following Naylor’s unique 12-step Win/Loss process developed since 1989. The detail provided will give you the knowledge to set up your own Win Loss program.

Win Loss Analysis book

The book also includes two bonus sections that everyone conducting Win Loss needs to know:

  • How to improve your conversational skills to be a better interviewer
  • The pros and cons of hiring a consultant to ask the tough questions which can uncover much more information

Win Loss Analysis Book


Praise for the Win Loss Analysis Book

“In Win/Loss Analysis, Ellen’s tip-to-tail approach is the most comprehensive and objective treatment I have ever seen of this competitive discipline. Her wisdom shines through on every page in very approachable language.”

  • Rick C MarcetVice President Sales Strategy and Operations, TransUnion
  • Author of Win/Loss Reviews: A New Knowledge Model for Competitive Intelligence

“The title represents over 30 years Ellen has been practicing competitive intelligence poured over 25 chapters, each one summarised in a call to action for the reader.  The 12 simple stages of Ellen’s Win Loss Analysis approach expertly combine theory and Ellen’s experience to drive a step change in competitive performance.”

  • Andrew Beurschgens, Head Market and Competitive Intelligence, EE

“Ellen Naylor’s book is a how-to guide for how to incorporate Win/Loss analysis into your standard business development process. She makes it easy with a step-by-step approach to implementation. She also addresses the key reasons why many so-called win/loss efforts don’t work, and what to do about them. I would recommend this book to marketing, account management, sales and business development professionals who want to meaningfully and quickly improve their success rates.”

  • Jason Voiovich, Chief Customer Officer, Logic PD

Win/Loss Analysis is one of the essential methods that should be in every intelligence practitioner’s tool kit. Veteran Win/Loss guru Ellen Naylor shares her vast know-how and experience for getting it right, and institutionalizing its benefits into your organization. I have every confidence that readers who apply her ideas will see lasting benefits on the front-line where their sales personnel are interacting with prospects.” 

  • Dr. Craig Fleisher, Chief Learning Officer, Aurora WDC
  • Best Selling Author and 2006 SCIP President

“In addition to showing just how effectively competitive intelligence (CI) can be applied to generating powerful and valuable win/loss analyses, Ellen provides a wealth of great tips on preparing for and conducting elicitation interviews (pp. 145-68), as well as walking you through the win/loss interviewing process (pp. 83 et seq.) with suggestions that can apply in any interviewing context.

The book is thus a great addition to the CI practitioner’s or the DIYer’s library. Read it – and learn from a pro!”

  • John McGonagle, Managing Partner, The Helicon Group
  • Co-Author or contributor to 16 competitive intelligence books

“This book is a fabulous, all encompassing, easy to follow guide for Win/Loss Analysis and reinforces the power of this amazing analytical tool. Easy to read, with wonderful tips from an expert. Definitely a must read for anyone looking to capture and keep more business.”

  • Babette BensoussanCEO, The MindShifts Group
  • Competitive Intelligence and Strategic Maverick
  • Best Selling Author

“This little book is jam packed with great advice on how to use Win Loss analysis to improve your win percentage. I work the federal space mostly, but this book has no boundaries, you can use these approaches in any market segment, the principles are universal.  I highly recommend this as a core CI reference for anyone!”

  • Richard Caldwell, Manager Competitive Analysis, Northrup Grumman

“From creating a top notch win/loss analysis program within your organization to using the information to make strategic decisions – this book tells you, shows you how, and walks you through details. Getting new customers is much more difficult than keeping them…unless you understand the how of keeping them…and this book tells you how.”

  • Charlene Burke, CEO, Search by Burke
  • Author: Competitive Intelligence the Internet Way

Win/Loss Analysis Book Summary Presentation and Podcast

Win/Loss Analysis book Podcast hosted by Pragmatic Marketing

Win Loss Analysis Book

Still not convinced you’ll get value for this Win Loss Analysis book?

Naylor provides 7 tips to jump start your Win Loss program:


  • Have specific goals for your Win/Loss program. Don’t just aimlessly interview customers because the company says you must. A specific goal might be stopping a competitor who’s stealing your business.
  • Resist the Temptation to only interview business you’ve lost. Your customers will often tell you more about your competitors than you’ll ever learn from business you have lost. Current customers will tell you how your company did with implementation, customer service and technical support—things you can’t learn from companies whose business you didn’t get.
  • Make Win/Loss a collaborative venture with your sales force. Don’t let anyone on the sales team do Win/Loss interviews. Instead, let them suggest questions to ask and make their input mandatory. Win/Loss is to win and retain more business, not to critique sales people.
  • Make sure the time is right to talk to customers or former prospects. Always check with the sales team first because you don’t want to interrupt a possible sale.
  • Win/Loss interviews are not surveys. Win/Loss is a conversation. Listen for cues to probe more deeply in areas where you sense the customer knows more and is willing to share.
  • Know exactly who you are calling and do your research. Don’t waste valuable interview time asking about the particulars of the sale. Research people online, via social media, and from your own sales and marketing team.
  • Make changes based on what you learn. If you don’t, you’re wasting time and losing more business.


Win Loss Analysis Book

For a signed copy or volume discount: 5 or more books

Please contact us at 720-480-9499

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Videos: How You Will Benefit from the Win Loss Analysis book

Ellen Naylor introduces the Win/Loss Analysis book


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


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