The Dominant Competitor Strategy ™

Step 2: Win / Loss Analysis

Why are we unique?

Our win loss analysis gathers powerful client intel through a proprietary interview process of customers and prospects that is conducted by experienced sales professionals. Our team can gather specific information on why your organization has won or lost deals with customers.

Through the lens of their sales experience and our unique interview process, we can gather the data that can specifically benefit the future selling process. The goal of the win loss analysis is to identify areas of improvement and optimize your sales process to create highly effective differentiated value.

Our Process:

1. Conduct interviews: Interview the customers who have recently made purchases with your company. This can be done through phone or email surveys. It’s important to conduct interviews with both customers who have won and lost deals.

2. Analyze data: Once the interviews have been completed, analyze the data to identify common themes or trends. Look for patterns in the reasons for winning or losing deals and specifically what the sales professional did or didn’t do to win the deal.

3. Create a report: Create a report for leadership that summarizes the findings of the win-loss analysis. This report should include recommendations for improvement in areas where the company is lacking and areas where it is excelling.

4. Share the findings: Share the findings of the win-loss analysis with the appropriate stakeholders in the company, such as sales teams, marketing teams, and executives. It’s important to use this information to make informed decisions about future business strategies and specific sales training initiatives.

5. Take action: Use the findings of the win-loss analysis to improve the company’s products, services, and customer satisfaction. Consider implementing changes that will address the areas where the company is lacking and capitalize on the areas where it is excelling.

Step Three: Sales Playbook

The playbook brings all the information obtained during the steps into one place. This document then creates consistency in how the target lead to satisfied clients business development process are handled. This document can be tailored for your organization depending on needs and scope. The Sales Playbook is not limited to the following sections and content.

1. Strategic Sales Goals. This section covers the sales process overview, core value in selling, your organizations philosophy, and a defined overview and map of the new sales process.

2. Roles and Methodologies. This section defines every sales positions roles and responsibilities, outbound and inbound sales models if applicable, what sales methodologies will be used for qualifications, and a definition of the target market and their characteristics.

3. Pipeline and Lead Management. This section consist of pipeline management strategies, defining CRM criteria and process, lead flow process and ownership, and sales and marketing partnership.

4. Sales Leadership. This covers the executive sales plan, meeting agendas, strategic business development process, value proposition, SWOT analysis, and sales leadership process.

5. Sales Playbook Tools. This outlines sales tools such as, pre-call plan, buy-in worksheet, stakeholder analysis, relationship planner, post call debrief process, negotiations, and many other sales tactics.

Step Four: Sales Training & Coaching

The key in our sales development and coaching is that it all starts with the data on how your clients are making decisions and what THEY perceive in value. Our belief is that value is created when we focus on clients needs and deliver that to them better than our competitors.

Once previously outlined steps 1-3 are completed in the Dominate Competitor Strategy, we now know that value, what they want to hear and see demonstrated from the sales professionals that call on them. Some of the development topics may include but not limited to the following.

Training Topics (condensed)

• Consultative Prospecting & Outreach
• Enhanced Social Media Presence
• Leveraging a Powerful Network
• Strong Unique Selling Proposition
• Leveraging Powerful Sales Intelligence
• Effective Cross-sell Strategies
• Winning Request for Proposal
• Lead Qualification
• Business Acumen
• Win-Win Negotiations
• Powerful Leadership Influence
• Building Rapport & Relationships
• World Class Client Interviews
• Creating Buy In with Decision Makers
• Overcoming Objections and Gatekeepers
• Closing the Deal
• Winning Customer Service
• Active Listening
• Psychological Selling
• Powerful Sales Influence

Sales Leadership

• Pipeline Momentum
• Utilizing Pre-calls, Post-Calls, and Observations
• Coaching Conversation Structure
• Recruiting, Networking, Connection Meetings
• Board Management
• Power Sales Meetings
• Maximizing Team Networking Events
• Other programs
  • Sales Manager for Hire
  • Fractional Chief Revenue Officer
  • Sales Coaching

This program is designed on fractional basis and is not limited to the following functions.

The position is a high-level executive responsible for leading a company’s sales team and developing and implementing strategies to increase revenue and profitability. The Fractional CSO is responsible for developing and executing the company’s sales strategy, managing the sales team, developing sales plans and budgets, analyzing market trends and customer data, and building relationships.

Other areas are the implementation of growth opportunities for a company, focusing on expanding customer base, increasing revenue, and enhancing profitability. Responsibilities include market research, developing and implementing strategic growth plans, building and maintaining relationships with stakeholders, collaborating with cross-functional teams, creating sales and marketing plans.

Below are selected links to testimonies of over the 1000’s of executives that have heard Larry speak, the over 30,000 reads of his blogs, and those that have attended his seminars.

Written Testimony of Seminars

Video Testimonials of presentations