It is in the nature of sales to win and lose projects. The average win ratio in b2b sales is about 25 %. That means that in many cases more projects are lost than won. A lot of data are collected on wins and losses through the overall sales cycle time which is on an average about 9 months. But what do companies do with these data? Which significance do they have and how can these data help us to better prepare for future projects?

How do companies use these data today?
Ask yourself: have you implemented a solid process for analyzing won and lost projects within your organization? Do you evaluate the exact reasons for wins and even for losses? What do you as salesman, sales team or organization learn from lost projects?

Which significance do these win-loss data have?
Our clients are very often highly surprised about how important the evaluation of won and lost projects is as organizational asset. This is an underestimated capital lying idle within the organization. For that reason, we have compiled 19 questions all applicable to b2b sales processes.
The value you will get out of this tool is that by answering our questions, we are able to develop a specific recurring pattern for lost and won projects applicable to your company. Even though this pattern is different from one organization to the other, there is a clear distinguishable scheme within a company.

How will the insights gathered out of this analysis support you to be better prepared for future projects?
If you are aware of both patterns, it is much easier to avoid the lost pattern and to execute the win scheme. It supports you to improve significantly your conversation rate (win ratio). Besides, you will recognize at an early stage if a project tends to develop into a future lost business. By discontinuing to follow up these kind of projects, you may save a lot of resources within your organization and shorten your sales cycle times. As a consequence you will increase your turnover (win rate) by reducing your costs at the same time. This tool is as well a very valuable coaching tool for your sales leaders.

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