What you can expect to learn from a win-loss study
Every study is custom designed to meet the unique needs of each customer, industry and product. Clients choose the highest priority objectives from the following list.
A win-loss study can tell you:
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How the company is perceived by the marketplace. |
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The real reasons for winning and losing business. |
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What could have been done differently to win lost business. |
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Number and names of competitors considered. |
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Market reaction to pricing and how it compares with the competition. |
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Company strengths and weaknesses. |
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Importance of product benefits and features. |
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How opinions vary by market segment and size. |
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Which strategic or product changes will result in greatest revenue opportunities. |
Benefits
A professional win-loss analysis conducted by Lassiter & Associates can avoid the costly trial and error approach to problem solving and help achieve consensus support for necessary changes. Information learned from such studies helps clients prioritize strategic changes appropriately, improve marketing messages and identify aids that will assist the sales force in more effectively presenting the company, products and capabilities.
Additionally, such undertakings create a positive impression with customers and lost prospects that may one day reconsider your company. As one study participant stated, "I am impressed that the company does a postmortem, and I think it is a great business practice." With a win-loss study you can gain invaluable market insight and, at the same time, show that you are genuinely interested in meeting the needs of the marketplace. The impression left with your prospect or customer will be a positive one.