Overview

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.

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9780997272215

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Reviews

Bronze Independent Publisher's Award for the book, Win/Loss Analysis in Business/Career/Sales category. 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 Marcet, Vice President Sales Strategy and Operations, TransUnion. Author of Win/Loss Reviews: A New Knowledge Model for Competitive Intelligence Ellen has created a fabulous, all encompassing, easy to follow guide for Win/Loss Analysis and reinforced 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 Bensoussan, CEO, The MindShifts Group. Competitive Intelligence and Strategic Maverick; Best Selling Author 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 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 This book represents over 30 years that Ellen has practiced competitive intelligence poured over 25 chapters, each one summarized 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 for all departments involved to allow businesses to capture and win the business they want. Andrew Beurschgens, Head Market and Competitive Intelligence EE In addition to showing just how effectively competitive intelligence (CI) can be applied to generating powerful and valuable Win/Loss analyses, Ellen provide a wealth of great tips on preparing for and conducting elicitation interviews. She walks you through the Win/Loss interviewing process with suggestions that can apply in any interviewing context. John McGonagle, Managing Partner, The Helicon Group. Co-Author or contributor to 16 competitive intelligence books. 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 competitive intelligence reference for anyone. Richard Caldwell, Manager Competitive Analysis, Northrup Grumman

Author Information

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.

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