A win/loss analysis is a process for distinguishing why one sales effort wins and others are less effective or fail. A win/loss analysis educates organizations on ways to win more by analyzing past sales deals. It aids finding problems, grasping the marketplace and remaining close to competitors by listening to the organization’s buyers and sellers.
Performing a win/loss analysis is a relatively inexpensive way of gathering information required to increase revenue and promote organizational growth. The purpose is to extract as much of actionable and useful information as possible, synthesize it, and use it to make constant enhancements throughout the company.
When done properly, a win/loss analysis looks at points across the buying process and offers a look at consumers’ feelings of an organization’s product, as well as expectations created by the organization. For win/loss analysis to be effective, it must be completed in a timely manner with accuracy and objectivity.
Conducting a win/loss analysis will help an organization learn the pros, cons, likes, dislikes, as well as the competitive advantages and disadvantages from those in charge of making purchases.