Win More Sales Opportunities: How to Conduct a Win/Loss Opportunity Analysis

Given the rising pre-sales investment to pursue and win opportunities today, it’s increasingly important that organizations know why they are winning and losing sales opportunities. However, most firms, by their own admission, are weak in performing this analysis. A CSO Insights study found that only 18% of companies rate themselves as very good or world class in conducting win-loss (W/L) reviews, whereas 41% rate themselves as dismal or poor. In sales, the selling outcome is usually binary – one company will win, and winner takes all. The winning seller or sales team typically wins the entire opportunity and all the commissions, revenue stream, cross- and upsell potential, and referrals that go with it. Understanding why winners win and losers lose is the essence of sales and all competitive endeavors.

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