The win/loss analysis supplements your market research and provides very concrete and realistic data.
The win/loss analysis shows you which factors are decisive for the purchase decision of your customers. It not only includes why a customer bought from you but also why they might not have done it. Over time, you will get an increasingly precise picture of the external perception of your company and offer. Analysis data are the basis for successful planning. Further to this, we determine target groups, buyer personas, and their attitudes. In the next steps, your communication goals and success measurements will be defined, the messages formulated and designed, the channels defined through which you will communicate. Once it has been determined which budget you can trade with, it goes to implementation, accompanied by results checks that show you any need for action. At divia, we guide your future sales efforts, your product and service improvements, and how you execute marketing, pricing, and technology strategies.
During the last few years, many organizations that engage in the sophisticated business to business market sectors have been initiating win/loss analysis programs. It helps them to understand the perspectives and selection criteria of their target group and supports defining how their sales approach and techniques were received and perceived, both in a real sense and compared to the other factors like competitors, markets, and so on. This is particularly significant in markets where sales cycles are lengthy and complicated and where buying decisions are often driven by multiple factors, not limited to pricing. The insights are used to reduce sales costs and improve positioning and marketing efforts. Consistently performing a win/loss process will make your products and services more aligned with your goals and will bring value and sustainability to your business and credibility in the eyes of your audience.
The prime objective of win/loss analysis is to recognize the buying decisions and analyze those decision drivers to understand what you do well and what you need to change.