Increase Revenues

In today's competitive climate, the speed of conducting business is only limited by how fast one can think. What held true several months ago in your prospects' minds or the competitive landscape most likely is redefined. It's wise to take nothing for granted, even when it comes to the information provided by your sales force. They know the client, but do they really know what the client is thinking? Maybe. But if revenues are static, it might be time to start questioning the answers. A simple Win/Loss Analysis could reveal some flaws in some of your most fundamental assumptions.

Win / Loss Analysis

  • Which competitors do we most often lose to and why?
  • Which competitors do we most often win against and why?
  • How do our competitors sell against us?
  • What are our competitors' unique selling propositions?
  • What external or internal factors influence our customers' purchasing decisions?



The key to a successful Win/Loss engagement rests on the ability to dig deep. We conduct unbiased, one-on-one telephone interviews with all key decision-makers and influencers. It's essential to conduct the study during or at the conclusion of the sales process. This maximizes the accuracy of the information, while the sales process is still fresh in the prospect's mind.

What will a Win/Loss Analysis do for you?

What your organization does with the information gathered can have a great impact on your ability to win business. First, a Win/Loss engagement brings focus and clarity to the customer's perceptions, experience, and expectations directly related to the outcome of a recent sale. Because of the timelines and accuracy of the data, your company can respond to problems immediately. A Win/Loss Analysis is much more actionable than more costly customer satisfaction studies. Additionally, the outcome of a Win/Loss Analysis has the potential to make a contribution to product management, product enhancement and future development efforts. Companies competing in fiercely competitive markets may benefit the most from a Win/Loss Analysis. It gives you the edge in building the strongest customer relationships the fastest. Furthermore, the information can bolster your entire effort. A properly designed Win/Loss Analysis can provide strategic and tactical direction on sales hiring, sales training, sales management, marketing management, advertising and trade show positioning and customer and technical service training. Lastly, implementing a successful Win/Loss Analysis can provide valuable ongoing feedback. As your company weathers the ups and downs of the economy and the fickle nature of spending, it allows you to move as your market moves. The insight always leads to a solid course of action based on relevant and timely customer perceptions.


To attain higher levels of customer delight and win more business, it is imperative to have a process in place which feeds the sales, marketing and product development teams with real-time, accurate data that can be acted upon quickly. Integrating the customer into this process has been and continues to be a struggle for most organizations. Customer knowledge integration is essential to an understanding of "real" customer expectations and behaviors. A Win/Loss Analysis is an outstanding beginning to that end. To learn more about our capabilities or our other offerings, please contact us.

What Clients Are Saying

" We wanted an objective perspective on why our sales were soft. We kept hearing our pricing was out of line. The Graff Group took a hands-on approach with our lost business to get a solid grip on the issues. We learned that our product was missing the mark on two important requirements. We modified our specs and revenues started to turn around. I'm not sure we would have identified those requirements without their help."
manufacturing industry
" The Graff Group interviewed a dozen practice leaders and leading benefit consultants on our behalf. The insight they gleaned gave us what we needed to structure a strategic change in our business model. Their PowerPoint made its way all the way up to our CEO. "
Vice President Marketing
healthcare analytics organization
" The Graff Group took the time to understand our business and our culture. As a result they brought great credibility to the table. They demonstrated they had our best interests at heart. In today's world that's highly valuable. "
Director of Customer Insights
financial services organization
" We trust the Graff Group as a valued resource. They return our calls within minutes, not hours or days. I think they set the bar for responsiveness. More importantly, they get to people that other research firms aren't able to. Not only that, but they are able to engage physicians in open and honest conversations. "
Manager, Market Research
medical device manufacturer
" They met with our senior leadership to discuss the merits of conducting Win/Loss interviews. They were refreshingly real and very quickly got up to speed on what was important to us. "
Director Sales & Marketing
healthcare services industry
" The Graff Group has a real 'can do' attitude, a classic Midwestern mentality. They never give up until they've turned over every rock and have the assignment completed. We trust them. They're attentive. More importantly, they've been able to engage C-suite healthcare executives and other VPs that other firms just couldn't get to. "
Vice President Marketing
healthcare services company
" Our team was reluctant to have an outside firm contact our clients, but the Graff Group has built quite the reputation within our organization. We've worked with other market research firms over the years and no one nailed it like the Graff Group. They've won us over early just by getting to people no one else could. "
Director, Strategy and Market Planning
medical device industry