What Is A Sales Win-Loss Analysis?
A B2B Sales Win-Loss Analysis is research best conducted by a third-party expert so prospective buyers can share candid feedback on the real reasons they selected a company after evaluation. Detailed insights are collected using in-depth interviews (IDIs) and/or online surveys of key decision-makers after a decision is made. Win-Loss interviews and surveys are an effective method of obtaining robust competitive intelligence and gaining a deeper understanding of how potential customers perceive offerings.
Sales Win-Loss Analysis Deliverables
| Deliverables |
| In-depth phone interviews (IDIs) with decision-makers, conducted by skilled practitioners |
| Detailed interview analysis with an executive summary and specific recommendations |
| Comprehensive, board quality reports focusing on recurring themes, decision drivers & competitive intelligence |
| Insights on the changing competitive landscape for leverage to win more deals |
Sales Win-Loss Question Examples
- What was the impetus to evaluate [Company] and others?
- How did you learn about [Company] in the first place?
- Please describe your overall evaluation process?
- Did you conduct an RFP? If so, how was [Company’s] response?
- What were some of your key requirements?
- Did you use a weighting or scoring system to cull the list of contenders?
- Did [Company] have any missteps or opportunities for improvement?
- What opinions did your team have toward the features and functionality of their service/solution?
- Who else was involved in the evaluation and decision-making process?
- What other companies were considered?
- How did the features and functionality compare?
- How did pricing compare?
- What were the primary differentiators?
- What led you to select [Company] or a competitor?
- Did you speak with references as part of your evaluation?
- How would you characterize the market’s perception of [Company]?
Tips for establishing a Sales Win-Loss Program criteria and questions.
