Anova Consulting Group Win Loss Analysis Program

Win / Loss Analysis Program

“Why did we lose?” It’s the first question salespeople ask when new business goes to a competitor. For some, there’s no looking back. They simply move on and try again with the same strategy and approach. However, salespeople who are committed to continuous improvement want answers when they lose – they want to know what went well, what could have gone better and what would have produced a more favorable outcome. This desire for competitive insight and perspective often leads to an informal, postdecision debrief with the former prospect. Unfortunately, this approach is rarely successful because salespeople typically don’t get the straight answers they need. In fact, we have found that your former prospects only share the complete truth about why you lost their business about 40 percent of the time. That means that in 60 percent of all lost-sale situations, your company and your salespeople never get a complete and accurate explanation or perspective on why you lost and why a competitor won. That makes it real hard to improve your performance.

With Anova’s Win/Loss program, your salespeople will understand exactly why they lost and what needs to be done to improve both their performance and your company’s overall presentation of its products and services. Our customized postdecision interview and debriefing process will help you and them get the candid feedback you need to improve and make competitive adjustments. When integrated into your entire product development, marketing and sales process, Anova’s Win/Loss program will:

Improve the effectiveness of your salespeople and their presentations by gathering insights that will help you better position and package your message.
Prepare you to deliver your message in a way that will produce compelling differentiation from your competitors.
Increase your win rate by improving your understanding of how your competitors succeed in new business situations so you can co-opt their sources of differentiation for your own benefit.
Provide you with critical sales, marketing and product development feedback on new business situations.
Identify the key drivers for closing new business and help you uncover unmet customer needs.
Track your company’s sales effectiveness against internal standards and the competition.
Identify areas for improvement within the four key phases of the sales process – building rapport, identifying needs, presenting solutions and closing the business.

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