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Business and Competitive Analysis: Effective Application of New and Classic Methods, Second Edition by Babette E. Bensoussan, Craig S. Fleisher

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29. Win/Loss Analysis

Win/Loss Analysis (WLA) is a cost-effective, insightful, and ethical method for gathering and analyzing information about your market, customers, and competitors. WLA identifies your customer’s perceptions of specific sales situations and how you compare to your competitors. It provides a window as to why a customer is buying or not buying your products and/or services. The analysis provides information about the performance of both your firm and your competitors. This information can then be actively used to focus sales staff more effectively in the marketplace and also to inform research and development of products.

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Many companies believe they are already doing WLA, as they do keep track of their wins and losses ...

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