Understand, based on evidence, why sales are won or lost.
Win and lose analysis explains the outcome of an opportunity by considering customer, product, price, competitor, process, and delivery factors, rather than solely attributing it to agent performance.
Accurate why-cause data enables improvements in product development, pricing, training, content, and market strategy.
Reasons for winning
Product or solution compatibility
Price and total value
Customer relationship
Technical competence
Delivery and service
References and brand trust.
Sales process quality
Reasons for losing
Price or budget
Product incompatibility
The opponent was preferred.
The decision was postponed.
Delivery time
Contract or payment terms
The decision-maker was unavailable.
The opportunity wasn't real.
Analysis dimensions
Customer segment
Product and solution
Rival
Sales representative and team
Source of opportunity
Sales cycle time
Discount and margin
Data reliability
The reason for the loss can only be an estimate by the sales employee. In important opportunities, the reason can be verified with customer feedback, management review, and offer data.
Record the causes of losses not to close the report, but to concretely improve the product, pricing, and sales system.