When to review wins and losses
Consider a review when win rates change, a competitor repeatedly wins work or too many opportunities end without a decision. Comparing wins with losses can help you investigate what is different.
How the review works
Agree a relevant sample of deals, then review the records and the questions they raise. Where appropriate and agreed with the client, interviews can add the buyer's perspective. Compare accounts carefully: a recorded loss reason may be incomplete, and a small sample can be misleading.
We group the findings by topic and explain the evidence behind each. The scope should confirm interview arrangements, reporting and confidentiality.
Questions to investigate
- What prompted the buyer to consider the work?
- Who was involved in the decision?
- Which other options did they consider?
- How did they assess the proposal and fee?
- What helped them decide, or prevented a decision?
- What would they want handled differently?
The interview guide provides questions you can adapt.
Using the findings
Findings may point to changes in qualification, proposal structure, positioning or follow-up. Test the proposed changes and review later deals to see whether they help. A playbook or coaching can support implementation.
Fees and timing
Fees are quoted after a discovery call. The proposal sets out the work, the people involved, the timing and the fee. Any ongoing support is agreed separately.
Questions about win/loss analysis
How many deals are needed?
That depends on how varied the deals are and which questions you want to answer. Agree the sample and its limitations before treating a pattern as representative.
Will buyers take part?
Some may be willing to give feedback. Participation is voluntary, and interview availability can affect the scope and timing.
How does this relate to a sales process audit?
A process audit considers the broader pipeline and sales process. A separate win/loss review can examine completed buying decisions in more detail.
Discuss a win/loss review
Email Christopher with a short description of your business and what you need help with. Arrange a conversation.