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Informationen zum Autor RICK MARCET is the program director for the World Class Selling initiative at Microsoft. He is responsible for leading the drive to increase the sales capabilities of field sales organizations through both the art and the science of selling, across all customer segments. He accomplishes this through the effective use of inquiry-led sales techniques and business and competitive intelligence to drive sustained sales growth and achieve consistently high customer satisfaction. Klappentext WIN/LOSS REVIEWS A NEW KNOWLEDGE MODEL FOR COMPETITIVE INTELLIGENCE In Win/Loss Reviews , Rick Marcet reveals a new knowledge model that taps into one of the most underutilized sources of business and competitive intelligence?your sales staff. But this book isn't about Sales 101. It deals with empowering and encouraging your sales force to extract the most they can from their sales opportunity outcomes?whether won or lost?to cull valuable strategies, insights, and opportunities from every sale, and capitalize on every opportunity, every conversation, every call. It's about leveraging the competitive intelligence right under your sales force's nose?what customers are saying about their needs, which tactics the competition is using, and how your products could more effectively support the customer's strategic vision. Cutting through the biases that lead you to believe that you win because of great sales skills or lose deals because of price, Marcet reveals the factors that can truly affect the outcomes of deals and offers a systematic and institutionalized way of capturing and sharing real-time information that complements corporate marketing research studies, competitive intelligence reports, and customer surveys. Want to protect your company from competitive threats encroaching in all areas of your business? Through quickly and effectively capturing competitive win and loss information from the sales force at the front lines with the clearest view of the action, your company will achieve "crowd wisdom"?a grassroots, bottom-up approach of gathering micro-intelligence to harness the most accurate, relevant, and practical insights to benefit your company's stakeholders. Win/Loss Reviews is built around practical foundations and real-world examples, with insight into how technology and social media are enabling intelligence to proliferate and be accessed where and when it is needed. Its hard-won wisdom lets you in on field-tested, practical information you can use now to make every sales call?even the not-so-great ones?a true win . Zusammenfassung An effective framework for strengthening competitiveness by learning from past deals and applying insights derived from them. Every sales opportunity, whether won or lost, has useful nuggets of information that can be harvested and used to improve performance. Inhaltsverzeichnis Preface xiii Acknowledgments xix CHAPTER 1: Introduction 1 Trusting Today's Seller 5 Listen to the Customer, Too 7 Driving Scale and Accuracy 8 A New Approach 9 Summary 16 Notes 17 CHAPTER 2: Win/Loss Reviews and Business Intelligence 19 A New Knowledge Model 22 BI Governance 25 Providers of Self-Service BI 26 Pocket BI: Intelligence to Go 27 From BI to Competitive Intelligence 28 Summary 30 Notes 31 CHAPTER 3: Why Do We Win or Lose? 33 Factors Contributing to Wins and Losses 34 Is a Win Always a Win? 37 Narratives Provide Additional Context 38 Factor Weighting 39 Do We Learn More from Wins or Losses? 40 Disengaged Opportunities: What's the Real Story? 41 Delayed Deals Benefit from Win/Loss Reviews 43 Summary 46 Note 46 CHAPTER 4: Capturing the Data 47 Unlocking Tacit Knowledge 48 Oppor...
