DENVER, Dec. 8, 2016 /PRNewswire/ -- Businesses who wonder why good clients leave, with no explanation, should do the one thing most businesses are afraid of doing: ask the client "what happened?"
Author Ellen Naylor says all businesses should ask four questions that will help them compete in today's competitive market:
- When I lose business, why do I?
- When I get new customers, why do I?
- When customers abandon us, why do they?
- When customers choose us again, why do they?
With the guidance of her new competitive intelligence book, "Win/Loss Analysis: How to Capture and Keep the Business You Want" you will discover how to remove the guesswork, and gain more business by conducting interviews with your customers and those who chose a competitor.
"I wrote this book because every time I conclude a Win/Loss project, and my client acts on what they learn, they make more money," Naylor said. "Sometimes they can get up to 10% more business."
For over two decades, Naylor has guided executives and managers to world-class results with her unique 12-step Win/Loss process. Woven throughout are steps to gather and use competitive intelligence and customer insight. This analysis helps companies identify the ideal buyers, or buyer personas, that every marketer and business must know to win more business.
The book includes two bonus sections:
- How to improve your conversational skills to be a better interviewer.
- The pros and cons of hiring a consultant to ask the tough questions which uncover more information.
Naylor is one of America's pioneers in competitive intelligence and Win/Loss analysis. Her passion stems from her extensive sales experience where she learned that customers were the best source of competitive intelligence. She is the founder of The Business Intelligence Source, which for more than 20 years has delivered research that consistently helps companies beat the competition and make smarter strategic decisions. A frequent international speaker, Naylor is widely quoted in numerous business publications. She won the Catalyst and Fellow awards from the Strategic and Competitive Intelligence Professionals, and served as a board member. She earned a BA from the University of Notre Dame, and an MBA from the Darden Graduate School of Business. (University of Virginia)
7 Tips to Jumpstart Your Win/Loss Program
Naylor offers seven tips to insure the success of your program.
- Have specific goals for your program.
Don't just aimlessly interview customers because the company says you must.
- Resist the Temptation to only interview business you've lost.
Your customers will often tell you more about your competitors than you'll ever learn from business you have lost. They will tell you how your company did with implementation, customer service and technical support—things you can't learn from companies whose business you didn't get.
- Make Win/Loss a collaborative venture with your sales force.
Don't let anyone on the sales team do the interviews, but do let them suggest questions to ask and make their input mandatory. The goal is to win and retain more business, not to critique sales people.
- Make sure the time is right to talk to customers or former prospects.
Always check with the sales team first because you don't want to interrupt a possible sale.
- Win/Loss interviews are not surveys.
They are a conversation. Listen for cues to probe more deeply in areas where you sense the customer knows more.
- Know exactly who you are calling and do your research.
Don't waste valuable interview time asking questions whose answers you should already know. Research people online and from your own sales and marketing team.
- Make changes based on what you learn.
If you don't, you're wasting time and losing more business.
For the 12-Step Win/Loss analysis cheat sheet and 7 essential tips, go to http://EllenNaylor.com.
About the Author:
Naylor works with companies to develop competitive intelligence programs, Win/Loss analysis, market opportunity analysis, and elicitation collection. She has written hundreds of articles, and has given workshops and presentations to international audiences on these topics for 25 years.
She was born and raised in Yokohama, Japan, and lives in Denver, Colorado with her artist husband, Rodgers.
About the Book:
"Win/Loss Analysis: How to Capture and Keep the Business You Want" (Park Hill Press, 2016, ISBN 9780997272208-hardcover, $29.95; ISBN 9780997272215-paperback, $24.95; ISBN 978099727222-ebook, $9.99.) Available on Amazon.
For a personally signed copy, or bulk orders, contact Ellen Naylor.
Text/Mobile: 720-480-9499; Email: Ellen@EllenNaylor.com; Twitter: @EllenNaylor
Review Copies and Media Interviews:
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SOURCE Ellen Naylor