Better Intelligence, Better Strategy, Better Win Rate

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TruVoice™ Profiler : Win Loss Analysis

Determining the Outcome Strength

Understanding the Strength LevelThe outcome strength, shown on each win loss opportunity’s tile, indicates the buyer’s perception of how closely matched you were to the competition based on criteria ratings, key performance indica-tors (KPIs), and decision satisfaction. Applying a strength level to the outcome allows you to better understand your competitive positioning in the deal. It also allows differentiation among wins and losses so you can identify, for example, which losses are ideal candidates to pursue as win-back op-portunities. You can also use outcome strength to examine narrow wins for potential weaknesses that may compromise the business relationship in the future. There are three possible outcome strengths:

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How the Outcome Strength is DeterminedOutcome strength is formulated from questions answered by the buyer.

How satisfied the buyer is with the decision

If the buyer will consider the winning vendor for future purchases

If the buyer would select the winning vendor again

How your performance compared to

the winning vendor (losses) or strongest

competitor (wins)

OutcomeStrength

Did you know?• The strength is automatically determined by a proprietary

formula. However, as your Primary Intelligence team is analyzing the deal, they may adjust the strength if mitigating factors indicate an alternate strength is more descriptive.

• “No decisions” are not assigned an outcome strength.• You can filter by outcome strength in the accordion filter in

Profiler.• In Workspaces, you can filter by outcome strength and analyze

your data in aggregate.

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Interpreting the OutcomeOutcome Definition Tip

Strong Win A secure win where there is a high probability of future renewal and recommendation. Your buyer is satisfied and saw strong differentia-tion between you and the strongest competitor.

Identify factors which led to the strong win. A strong win can be a tool to identify best practices, and you can apply lessons from these deals to create an advantage in future engagements. How can these elements be reproduced in similar, future deals to secure another strong win? What did the buyer value the most in your solution, and how can you replicate this value when engaging with other prospects?

Moderate Win A win where there is a reasonable chance for future renewal and recom-mendation. Your buyer is satisfied with the decision, and you have a fair advantage over your competition.

Evaluate the profile to understand your strengths and weak-nesses. How could you further increase your advantage against the competitor the next time you compete? In which criteria did your competitors outperform you? Could you add a feature or service applicable to this buyer’s needs?

Weak Win A narrow win where the buyer per-ceived little competitive advantage in your offering over the competitions’ or current actions are causing the buyer to be less satisfied with the decision.

Even though you won the opportunity, you may still have to prove yourself the next time you compete for their busi-ness. Reading the profile will give you clues regarding your weaknesses and your competitor’s strengths. Look for the primary reasons they selected you. Could you expand on those assets while downplaying your weaknesses? What did the prospect like about your competitors? What can you do to emulate these characteristics while still differentiating yourself from them?

Weak Loss A narrow loss where there is a prom-ising chance of winning back your opportunity. Although you lost, the buyer perceived your solution, sales process, or company structure to be very close to the winning vendor’s. This likely indicates they are not very satisfied with the winning solution.

Review the profile to learn why the buyer selected your competitor and what you can do to win back their business. How can you respond with an offer meeting your buyer’s needs? What were your strengths in this deal which can be used to your advantage the next time you compete for their business? What weaknesses can you improve upon? Next time, demonstrate how you improved in those areas as part of your sales strategy without stating it was a weakness.

Moderate Loss A loss where there is some chance for recovery in future deals. The buyer found enough advantage in the win-ning vendor’s solution, sales process, or company structure to make a deci-sion, but may still look favorably on your offering.

After studying the profile, ask yourself if there is something you can do to change the customer’s perception to capture more value for next time. Did the buyer miss some of the advantages your solution offered? What can you add in val-ue the next time you compete against the winning vendor?

Strong Loss A loss with little chance to win back the business or gain a recommenda-tion from the decision maker to other buyers. The buyer identified large differences between your solution and the winning solution. In future deals with this buyer, the competitor will likely maintain a strong advantage over you.

Identify the largest outliers between you and the winning vendor, especially in the areas identified as most important by the buyer. Determine if there is a way to mitigate those perceived differences for future deals against the competitor. Consider if this type of deal is the optimal deal you should be pursuing. Do you have a source of sustained competitive advantage in this segment, which was not highlighted dur-ing the engagement, or should you target other customer segments?

Need More Help? To further discuss your opportunities’ outcome strengths, please contact your Program Consultant.