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Win/Loss Analysis: How to Capture and Keep the Business You Want Paperback – July 11, 2016

4.4 out of 5 stars 27 ratings

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Editorial Reviews


"In Win/Loss Analysis, Ellen's tip-to-tail approach is the most comprehensive and objective treatment I have ever seen of this competitive discipline. Her wisdom shines through on every page in very approachable language." 
Rick C Marcet
- Vice President Sales Strategy and Operations, TransUnion
- Author of Win/Loss Reviews: A New Knowledge Model for Competitive Intelligence

"Win/Loss Analysis is one of the essential methods that should be in every intelligence practitioner's tool kit. It is a proven way for developing insight into your sales performance, though it is often performed badly in practice and under-delivers on its promise. Well, that should happen far less from now on. In this volume, veteran Win/Loss guru Ellen Naylor shares her vast know-how and experience for getting it right, and institutionalizing its benefits into your organization. I have every confidence that readers who apply her ideas will see lasting benefits on the front-line where their sales personnel are interacting with prospects." 
Dr. Craig Fleisher
- Chief Learning Officer, Aurora WDC
- Best Selling Author and 2006 SCIP President

"Ellen Naylor has captured the beauty of Win/Loss Analysis like never before. She has created, in this book, a fabulous, all encompassing, easy to follow guide for Win/Loss Analysis and reinforced the power of this amazing analytical tool. Easy to read, with wonderful tips from an expert. Definitely a must read for anyone looking to capture and keep more business." 
Babette Bensoussan
- CEO, The MindShifts Group
- Competitive Intelligence and Strategic Maverick
- Best Selling Author

"Ellen Naylor's Win/Loss Analysis: How to Capture and Keep the Business You Want is the step by step authoritative blue print for fine tuning existing programmes and new programmes still to be launched. The title represents over 30 years Ellen Naylor has been practicing competitive intelligence from both sides of the equation - for businesses and on behalf of businesses - poured over 25 chapters, each one summarized in a call to action for the reader talking to the present and the future from Ellen's experience. Ellen clearly covers the challenges existing programmes face and enlightens new programmes' co-ordinators to the issues; the suitability of win loss to strategic decisions, interviewing skillset and the trade-offs between in house and outsourced programmes. The 12 simple stages of Ellen's Win/Loss Analysis approach expertly combine theory and Ellen's experience to drive a step change in competitive performance for all departments involved to allow businesses to capture and keep the business they want."Andrew Beurschgens- Head Market and Competitive Intelligence, EE

From the Author

I wrote this book since every time I complete a Win/Loss analysis project, and my client makes changes based on the analysis, they make more money. How many times do you have such a positive outcome every time you do something? 
Win/Loss analysis is a squishy process since it's a relationship business. I am sharing the process I have developed over the years that works, so you can set up your own Win/Loss program, and help your company make more money. 
Help their budget go farther

Product details

  • Publisher ‏ : ‎ Park Hill Press; First edition (July 11, 2016)
  • Language ‏ : ‎ English
  • Paperback ‏ : ‎ 216 pages
  • ISBN-10 ‏ : ‎ 099727221X
  • ISBN-13 ‏ : ‎ 978-0997272215
  • Item Weight ‏ : ‎ 9.1 ounces
  • Dimensions ‏ : ‎ 5.5 x 0.46 x 8.5 inches
  • Customer Reviews:
    4.4 out of 5 stars 27 ratings

About the author

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Ellen's insatiable curiosity led her to competitive intelligence. She loves to hear people's stories, and somehow they sense this. She is one of America's pioneers in competitive intelligence and Win/Loss analysis, which stems from her extensive sales experience. There she learned that customers and those who chose a competitor were a great source of competitive, product and market insight.

Ellen conducted her first Win/Loss analysis project in 1989. Over the years, she noticed that every time companies made the changes she recommended from Win/Loss analysis, they made more money. She wrote this book to help you improve your win rates and customer retention through her 12-step Win/Loss analysis process, which also includes her inside tips and secrets.

Ellen's company, The Business Intelligence Source, helps companies develop competitive intelligence programs, win/loss analysis, market opportunity analysis and elicitation collection skills. She has given workshops and presentations on these topics for 25 years. Learn more:

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