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Win / Loss Analysis

Why Did We Lose?

It’s the first question you ask when a new business opportunity goes to a competitor or stalls. But do you actually know how the prospect perceived your sales approach and offering, which other competitors were involved, and what ultimately drove the prospect’s decision?

We wrote the book on
Win / Loss Analysis

Prospects share the complete truth with salespeople about why they lose a deal only 40 percent of the time. Therefore, in 60 percent of new business situations, salespeople do not have a complete and accurate understanding of why they lost.

Learn About Win / Loss Analysis

Win Loss Book

At Anova Consulting Group, we have observed that companies that win consistently do so because they understand the true reasons why they are winning and losing, and they use this information to accentuate their strengths while constantly addressing their areas for improvement. Unfortunately, informal post-decision debriefs with prospects and CRM reasons cited by sales reps do not provide an accurate picture of prospect decision drivers. In fact, without a third party Win / Loss program, organizations only have the complete story on why they won or lost 40 percent of the time. That means these organizations are undertaking initiatives to improve sales performance metrics based on information that is 60% incomplete or inaccurate – hardly a formula for success.

“Why did we lose?”  It’s the first question you ask when a new business opportunity goes to a competitor or stalls.

With our Win / Loss interviews and analysis, your sales team, product marketers, executive leadership will understand exactly why your organization is winning and losing and what needs to be done to improve sales performance metrics.. Our Win / Loss Research can help you:

  • Improve the effectiveness of your salespeople and their presentations by gathering insights that help you better position, package, differentiate and deliver your message
  • Increase your understanding of how your competitors succeed in new business situations
  • Identify the key drivers for closing new business
  • Uncover unmet client needs and new product development opportunities
  • Track your company’s progress against internal standards and external benchmarks