You just lost a deal.
But your product is clearly better! Your sales team is wonderful! And you know you offer better customer support…
So what happened?
Instead of guessing, you try asking the buying team directly.
So you ask for feedback about your product and your competitors.
(But you know you’ll get a more truthful answer if someone else does the asking.)
(And… you don’t have the time to do this in house.)
This is where WON comes in. We’re a friendly, third party interview company. In fact, we put the party in third party interviews.
We often start out by interviewing your losses. But soon our clients realize the value of adding in won clients. Your program often expands as its value is proven, and one day you’ll wonder how you ever did without WON.
You need a human connection.
(And a gift card, which shows that you value their time.)
Depending on your product and relationship, you may be able to reach out with just one email and get a great booking rate.
It helps to let prospects know at the beginning of the sales process that they’ll be asked for feedback. If you choose, your sales or CSM could book the interview right into our calendar.
For more information, please see WON’s Guide to Booking Win-Loss Interviews.
Need help? We’ve partnered with an agency to help with outreach!
Some of our clients reach out to their own list and book their prospects right into our calendar. Others prefer that we do it for them.
WON partnered with an agency who reaches out to your clients through email, voicemail, and LinkedIn. Their approach is very personal and positive. Please ask for more details.
Most people start with lost deals and brand-new clients.
Churn is of great interest. (Why did they leave?) But these interviews are hard to book, because after your clients leave then they tend to ghost you.
An alternative to churn is to interview upcoming renewals. Renewals can be disguised as a general customer feedback interview. (But if you find out about issues, you may have time to resolve them before you lose a valuable client!)
The interview process demonstrates that you care about your customer’s experience. Just the act of listening can often begin to diffuse the situation.
Although we use some agreed-upon guidelines, we allow the conversation to go off-script and run where it will.
Did your customer have a negative sales experience? We dig in.
Did they have a detailed list of buying criteria? We dig in.
Do they have personal connections to your competitors? We dig in.
We don’t believe in caging the conversation within narrowly defined categories.
We dig into what your customer tells us is important so we can understand why they made their final decision.
Most people begin the process with open ended questions, so you can get an idea of why you are winning or losing deals.
Is it sales? Is it product? Do your competitors have a better network?
It’s hard to know for sure until your prospects tell you directly.
Yes!
Maybe you’ve added a new feature. Maybe you changed your sales process. Maybe you’re expanding into a new market.
We can easily pivot your program and dig for details.
WON can analyze a subset of your clients to discover nuances. Enterprise clients versus small businesses. Clients who you won or lost against a major competitor. Different verticals.
Let us help you answer your toughest questions.
Our clients want detailed interview data. So we include:
A video recording of the interview
Interview notes (approximately 700 words)
A monthly meeting to review themes.
Priceless insight!
At the end of the month, your win loss analyst will review your interview data and meet with you to discuss the key themes from that month’s study.
WON uses qualitative analysis software to code themes and search. So ask your questions and we’ll dig into the data for answers!
Our main contact is usually Product Marketing. But win loss data also benefits sales, marketing, your content writers, and the executive team.
Yes! We want our program to be useful for your whole team. Product, sales, marketing, and your executive team members often solve different problems for your company. We’re happy to customize your questions so that everyone involved receives valuable insight.
1-833-WIN-LOSS (946-5677)
hello@won.studio
Made with ♡ in North Bay