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

Naylor, Ellen

Softcover

ISBN 10: 099727221X ISBN 13: 9780997272215

Publisher: Business Intelligence Source, Inc., 2018

Synopsis

• Do you want to win and retain more business? Nail the competition? 
• When you win deals, do you know why you win them? 
• When you lose deals, do you know why you lose them? 
• When your existing customers choose you again, why do they? 
• When your existing customers abandon you, why do they?

If you don't ask your customers and those who chose a competitor, you won't truly discover why you're winning and losing deals. Find out why buyers choose to do business with you or your competition. Learn how they went about making their buying decision.

If your company is struggling, losing its visibility or failing in growth projections, you need Win/Loss Analysis. Woven throughout are steps to gather and implement competitive intelligence, customer insight and strategic panache. You will pull insight to develop specific buyer personas.

With the guidance of Win/Loss Analysis, you will discover how to remove the guesswork, and gain more business by conducting Win/Loss interviews with your customers and former prospects--after the buying decision has been made.

For over two decades, Win/Loss expert Ellen Naylor has guided executives and managers to world-class results with her 12-Step Win/Loss process. Now you will get her inside tips and secrets to lead your company to do the same.

Not convinced yet? Research shows that taking action from a formal Win/Loss program can improve win rates between 15 to 30 percent.

Bronze Independent Publisher's award Business/Career/Sales category.

About this title

About the Author

Ellen Naylor is one of America's pioneers in competitive intelligence (CI) and Win/Loss analysis. Naylor initiated Verizon's first CI program for enterprise marketing in 1985. Ellen's company, The Business Intelligence Source, is in its 25th year. The company's research has consistently helped companies beat the competition and make smarter strategic decisions. Over the last 25 years, Naylor has been a frequent speaker at conferences, webinars and universities globally. She has given Win/Loss Analysis training and presentations as well as elicitation training and presentations to great acclaim around the world. She wrote the award-winning book, Win/Loss Analysis: How to Capture and Keep the Business You Want. Ellen won the Catalyst and Fellows awards from SCIP, served on their board and contributed to three SCIP books, most notably, Starting a Competitive Intelligence Function. Ellen is on the executive committee for the Council of Competitive Intelligence Fellows, an educational organization that provides thought-leadership, practical guidance, and awareness of sound and ethical intelligence practices.

Edition details

• Publisher: Business Intelligence Source, Inc.
• Publication date: 2018
• Language: English
• ISBN 10: 099727221X
• ISBN 13: 9780997272215
• Binding: Paperback
• Edition number: 1
• Number of pages: 218