Win-Loss Analysis

It’s incredibly frustrating when a prospect that you thought was a secure sale suddenly decides not to proceed. The most effective way to stop this happening is to find out the reason behind it – and then learn from your mistakes. Our Win-Loss Analysis provides you and your sales team with a deep understanding of which areas of your customer journey require improvement and how it compares to your competitors.

As an impartial third party, who’s removed from the customer experience, we’re able to gain honest feedback about why your sale was unsuccessful and your competitor was chosen. Research has shown that companies who perform loss analysis have higher customer retention and lead conversion rates, as well as having a higher percentage of sales staff reaching their targets.

Case Studies

How do you undertake Win-loss analysis?

Our experienced telemarketing team conducts in-depth, over-the-phone qualitative research with your clients and failed prospects. They introduce themselves as someone from Shortlist Marketing and make it clear that they are working on behalf of your organisation, maintaining complete transparency and building trust.

How can you reignite lost prospects?

We find that 15–20% of the people we talk to when conducting sales loss analysis research haven’t yet bought an alternative product or service, and are willing to re-engage with our client. Sometimes, it’s as simple as making the call, but our highly trained teams are able to successfully navigate the more challenging conversations too.

Isn’t this just about bashing the salesperson?

Salespeople can view sales loss analysis as a negative, often becoming nervous that it is an excuse to pick them apart. But, when done properly, it actually provides them with the opportunity to do their job to the best of their ability through identifying training gaps. And it can even make their job easier. By improving all aspects of the sales funnel, the prospects they talk to will be warmer and closer to purchase.

Who does the calling?

The Shortlist Marketing staff that make the calls are what set us apart. Our B2B telemarketing service is carried out by callers who have been with us for a number of years and are skilled and experienced at having conversations with senior decision-makers across a wide variety of industries. We don’t employ people who see telemarketing as a stepping stone to something else. Our callers have worked in sales or commerce throughout their careers and are dedicated to the industry. There are no scripts and it is never a case of ‘smiling and dialling’ our way through a long list of ill-chosen contacts.

How do you know who to call?

We sit with your teams to gather a list of prospects to contact. We’ll go through each one individually, so we can learn as much as possible about each interaction. If we know exactly what they wanted to buy and where they fell out of the sales process, it means we can tailor each call to that person.

How long does it take?

This varies, depending on how many prospects we need to contact. It could be anything from a couple of days to a few weeks. There are three stages to each sales loss analysis campaign. First of all, we gather information from you to enable us to put the campaign together, then we execute it, and finally we present to you how it has gone, explaining what all of the results mean.

Improve the effectiveness of your sales team

Discover areas in your sales funnel that are holding you back

Benchmark your organisation against your competitors