In my latest podcast conversation, I talked with Stu Perlmeter about why sales organizations should conduct a thorough win/loss analysis to understand why deals either closed or did not.
Those organizations that do some sort of win/loss evaluation are often making incorrect assumptions based on what their sales rep tells me or the data that they've asked the sales rep to try and uncover.
Human nature being what it is, you will rarely get the full picture of what happened throughout the course of the decision making process that led to a go/no go decision. This is especially true if the deal was a loss to a competing company. Having spent time with the salesperson during the process and recognizing that time and money has been invested in trying to secure the business, buyers are often very reluctant to be truthful about what went wrong. This is where a 3 party can help.
During my conversation with Stu, we talked about:
- What win/loss analysis is and why it B2B companies should care.
- How sales leaders can learn from the analysis and use it to drive and improve sales performance.
- The benefits to both the sales organization and the organization as a whole.
- How to get the most accurate data when doing an analysis of deals won and lost.
Enjoy and feel free to share with others!
About Stu Perlmeter: Stu brings 30 years of marketing and research experience to 1st Resource, which he founded in 1996. Stu’s primary expertise is in understanding the market insights that tie to success formulas for companies seeking to grow their business in strategic ways.
Stu is an expert in designing and implementing market research that incorporates a deep understanding of social psychology and behavioral economics. Stu leads a team of ten talented researchers at 1st Resource, covering all relevant components of research: primary, secondary, qualitative and quantitative.