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Win / Loss Reviews: A New Knowledge Model for Competitive Intelligence Hardcover – July 12, 2011
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An effective framework for strengthening competitiveness by learning from past deals and applying insights derived from them . (Ad-Hoc-News, November, 2011)
From the Inside Flap
In Win/Loss Reviews, Rick Marcet reveals a new knowledge model that taps into one of the most underutilized sources of business and competitive intelligenceyour sales staff. But this book isn't about Sales 101. It deals with empowering and encouraging your sales force to extract the most they can from their sales opportunity outcomeswhether won or lostto cull valuable strategies, insights, and opportunities from every sale, and capitalize on every opportunity, every conversation, every call. It's about leveraging the competitive intelligence right under your sales force's nosewhat customers are saying about their needs, which tactics the competition is using, and how your products could more effectively support the customer's strategic vision.
Cutting through the biases that lead you to believe that you win because of great sales skills or lose deals because of price, Marcet reveals the factors that can truly affect the outcomes of deals and offers a systematic and institutionalized way of capturing and sharing real-time information that complements corporate marketing research studies, competitive intelligence reports, and customer surveys.
Want to protect your company from competitive threats encroaching in all areas of your business? Through quickly and effectively capturing competitive win and loss information from the sales force at the front lines with the clearest view of the action, your company will achieve "crowd wisdom"a grassroots, bottom-up approach of gathering micro-intelligence to harness the most accurate, relevant, and practical insights to benefit your company's stakeholders.
Win/Loss Reviews is built around practical foundations and real-world examples, with insight into how technology and social media are enabling intelligence to proliferate and be accessed where and when it is needed. Its hard-won wisdom lets you in on field-tested, practical information you can use now to make every sales calleven the not-so-great onesa true win.
Top customer reviews
Win Loss Review is real-time intelligence collection from selected sales events. It provides Microsoft sales, marketing and product mangers with early warning intelligence like no other win loss process out there. While there is incredible value from deeper interviews of your customers by a neutral third party, there is delay both in execution and the time to assemble good analysis, and to get it to the right people.
Rick describes how he established a scalable win loss process using technology that hangs off Microsoft's sales force management system. This makes it easy for Sales to input their data, no more than 15 minutes per case.
I particularly appreciate the psychological aspects Mr. Marcet weaves throughout this book to engage Sales as so many in marketing and competitive intelligence fail to motivate Sales to share!
* Sales is the primary beneficiary of these win loss reviews and the cumulative database, and they know it. After all they helped design the system.
* Sales highly values peer-to-peer interaction, which this database of sales and customer intelligence facilitates.
* Conducting win loss reviews is part of the sales process and is considered an "advanced" sales skill.
* Rick also created an APP so Sales can tap into this intelligence on the fly from their Smartphones. Wow, talk about powerful and "for Sales."
* Win loss input is essential to be considered for various rewards and recognition at Microsoft.
However, Sales is not the only beneficiary of this real-time and cumulative win loss database at Microsoft. Product management, product development, executives, and marketing can all tap into the collective "crowd wisdom" from this database, to help them make better decisions with timely information.
Just in case you are skeptical about Sales' bias in reporting (We win because we're great. We lose due to price.), Mr. Marcet has factored these biases within his database algorithms.
Kudos to Rick Marcet for developing this process to capture valuable customer and competitive intelligence directly from Sales! This book is a must read for anyone in sales management, marketing especially customer insight, and competitive intelligence.