Quotation and Lost Order Analysis—The Market Link to Continuous Improvement, Gaining Competitive Advantage, and to Increasing Sales and Profit

There is considerable potential for an SMM to strengthen its sales and marketing strategies, improve its strategic and competitive situation, and increase both sales and profit using data and feedback from its quote management system. Lost order analysis involves asking customers and prospects why they did not award a quote and which competitor got the business. This is the only way a company will know why it is winning or losing business.

Table 27, an excellent format for looking at quote performance, illustrates BuzzCo’s 2010 summary of quotes won and lost compiled from its spreadsheet of 1,207 quotes ...

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