Win/Loss Analysis: How to Capture and Keep the Business You Want

IPPY Book Award Winner for Business/Career/Sales

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 you get new customers, why do you?
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 guess work, 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.

Ellen Naylor is one of America's pioneers in competitive intelligence (CI) and Win/Loss analysis. Her passion for Win/Loss stems from her extensive sales experience where she learned that customers and those who chose the competition were a real-time source of competitive, product and market insight.

Ellen conducted her first Win/Loss analysis project in 1989 as a Competitive Intelligence Manager at Bell Atlantic, a Verizon subsidiary. Over the years, she noticed that her clients made more money every time they made the changes she recommended from Win/Loss analysis results.

Ellen initiated Bell Atlantic's (Verizon's) first CI program for enterprise marketing and sales in 1985. She worked at Northwest Airlines (Delta) in forecasting and competitive intelligence before founding The Business Intelligence Source in 1993. Clients range from mid-size businesses to the Fortune 500. For 20+ years, her research and analysis have consistently helped companies beat the competition and make smarter strategic decisions.

Ellen has been recognized by the Strategic and Competitive Intelligence Professionals (SCIP) with the Catalyst and Fellow awards, and was honored to serve as a board member. She has contributed to three SCIP books including: Starting a Competitive Intelligence Function, Competitive Technical Intelligence, and Conference and Trade Show Intelligence. As a frequent speaker at conferences and universities globally, Ellen is widely quoted in numerous business publications.

Earning her BA from the University of Notre Dame in the second class of graduating women and her MBA at the Darden Graduate School of Business, Ellen understands business. Being born and raised in Yokohama, Japan she weaves in international experience and culture with her consulting clients.

Presently, Ellen lives in Denver, Colorado with her artist husband, Rodgers.