IT and Telecoms
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Why use a third party to conduct win/loss?
Most organisations conduct their own sales reviews with mixed results. Suppliers are not always best placed to conduct their own review in competitive situations, due to the nature of the relationship between supplier and prospect. Further more, sales people are focused on meeting targets and so do not wish to conduct Win/Loss analysis when they could be focusing their resources on the next bid.
It is also difficult for a supplier to solicit accurate and truthful information from a customer or prospect because customers are rarely forthcoming in the aftermath of a bid, and account managers are perceived to have their own agenda.
“Because our sales guys were telling us we were losing on price, we lowered prices and ended up trying to sell twice as much! The issue turned out to be down to product functionality.” (sales director, leading software vendor)
Win/Loss research content
ORC International uses a narrative approach to win/loss analysis in order to elicit information on various aspects of the bid. This usually breaks down in to the following categories:
- The buying process
- Decision drivers
- Product features/functionality
- External influences
- Branding
- Commercial issues - pricing, SLA, contract
The process
Having contacted the client’s relevant account managers to discuss the nominated account and wider issues relating to the organisation, experienced ORC International consultants conduct the interviews, using specialist investigative and analytical skills, to identify Win/Loss reasons through the
interview(s).
ORC International analyses the interview and delivers a Win/Loss report to the client within approximately three weeks of the account having been designated.
Every quarter ORC International produces a trend analysis report of the previous quarter’s interviews and presents the findings to the client. These meetings provide the opportunity to discuss recommendations and further areas for analysis.
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