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The Intelligence You'll Need

You're Not Learning from Past Wins & Losses

The Situation:
Your company goes through a protracted series of events -- proposals, personal visits, phone calls, presentations -- in an effort to win new business. This process is expensive and hopefully worthwhile. It is also a process rife with competitive intelligence, if only you captured it. You need to know why you win and lose accounts, institutionalize that knowledge, and devise strategy and tactics accordingly.

Intelligence You'll Need:

Why are customers choosing the competition over you? Why are they choosing you over the competition? Is it . . .

• more personalized service?
• better range of products and services?
• price or pricing policy (e.g., bundling, rebates, volume discounts)?
• existing relationship with another division?
• company reputation?
• better interpersonal fit with the account rep?
• more impressive marketing/selling?
• more timely delivery of products and services?