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Win Loss Analysis

“Why did we lose?”

It’s the first question you ask when new business goes to a competitor. But are you really focused on continuous improvement, or do you simply move on and try again with the same sales approach and techniques?

At Anova Consulting Group, we have observed that companies that win consistently do so because they want to know what went well, what could have gone better and what would have produced better results in every sales situation. Unfortunately, informal post-decision debriefs with former prospects don’t work. In fact, the complete truth about why you lost a piece of business is only shared about 40 percent of the time. That means in 60 percent of all lost-sale situations, you never get a complete and accurate explanation – and without that kind of strategic intelligence, you cannot improve sales performance.

With our win loss research, methodology and analysis, your sales team 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. The customized, post-decision interview and debriefing process we employ will provide you with the candid feedback you need to make competitive adjustments to your products, sales approach, marketing strategy and ongoing client servicing efforts. Our win loss expertise 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
  • Identify areas for improvement within the four key phases of the sales process:
    1. Building rapport
    2. Identifying needs
    3. Presenting solutions
    4. Closing the sale

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