Interview with Ellen Naylor

Where did you grow up, and how did this influence your writing?
I grew up in Yokohama, Japan in a supportive international community. I had such a great education at Saint Maur International School. We started writing essays in grade school. We had to participate in English and French speech contests as freshmen in high school.

I started writing when I was very young, starting with poetry in little notebooks. Then I graduated to writing a diary for years. One of my favorite college classes was creative writing. But I always look back to my childhood where I was given a good foundation to be a writer, since many of our tests were essays, and we were graded both for content and grammar.
What is the greatest joy of writing for you?
Writing just flows for me, so it is an incredible release. As an author, however you need editors as you get too close to your own material, and are too biased to understand how different readers might interpret your written word.
Do you remember the first story you ever wrote?
I was in first grade and was asked to draw and describe the proportions of the different parts of dinner, such as the salad, main course and dessert. So I drew a big circle, and you best believe that dessert took up 80% of it. Typical kid with a sweet tooth. Underneath it I wrote:
Dinner - 15%
Salad - 5%
Dessert - 80% Yummy
How did you happen to write a book on Win/Loss Analysis? I never heard of it.
I wrote this book since every time I complete a Win/Loss project, and my client makes changes based on the analysis, they make more money. I teach people how to do Win/Loss analysis in this book.

Win/Loss involves interviewing customers and those who chose a competitor, soon after they make their purchasing decision. They know that you're not selling to them. This is a great time for them to share, and for you to listen. You want to know how they went about making their buying decision, and what if anything changed as they went through this process. How happy are they with the product or service they bought, and is it working as advertised.

In this process they often share important information about the competition, your sales force, the competitor's sales force, the way the product is used, product strengths and weaknesses and so much more.

Win/Loss analysis is a compilation of these interviews, which includes recommendations of behavioral changes to improve your company's win rates and customer retention. Research shows that taking action from a formal Win/Loss can improve win rates 15 to 30 percent.
What is your writing process?
The first thing I do is create a simple outline, then a more detailed outline, and work on getting things in the right order.

When I start writing, I try to spend one hour every day writing until it's done. I am not always successful. Then there are days where I spend several hours since it just flows. So far, I have been fortunate in that I don't experience writer's cramp. It's more just finding the time!
When you're not writing, how do you spend your time?
I enjoy the outdoors as I live in sunny Colorado: walking, hiking, biking and cross-country skiing. My favorite indoor activities are writing music, playing the piano, singing and cooking...other than reading.
What do you read for pleasure?
I love to read mystery books like Agatha Christie. Am now getting into Donna Leon and William Kent Kruger. My other hobby is good health, so I read a lot of those books too. The most recent was "Medical Medium: Secrets Behind Chronic and Mystery Illness and How to Finally Heal." Other loves are adventure and travel. Reading "Into Africa: The Epic Adventures of Stanley and Livingston," by Martin Dugard. "The Boys in the Boat," by Daniel James Brown is next.
What motivated you to become an indie author?
I wanted to control my destiny. Being an indie author is a LOT of work, but the rewards are many. You own the rights to your book, and you manage the marketing and PR of your book. I also liked that I could pick out a graphics are designer to design my book cover and the book interior, and seek guidance from a book counselor to learn the ropes.
What are you working on next?
I have a couple of ideas and am not sure which one comes first. One is a book to revive conversation. Another is on cooperative intelligence, something I have espoused for a while. Now I am learning about more examples of companies who use cooperative intelligence as part of their culture.
Published 2016-08-17.
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Books by This Author

Win/Loss Analysis: How to Capture and Keep the Business You Want
Price: $9.99 USD. Words: 44,380. Language: English. Published: August 20, 2016. Categories: Nonfiction » Business & Economics » Sales & selling / management
Do you want to win and retain more business? Nail the competition? Remove the guess work by conducting Win/Loss interviews with your customers and those who chose a competitor. Win/Loss analysis veteran, Ellen Naylor guides you to world-class results with her unique 12-Step Win/Loss process. Research shows that taking action from a formal Win/Loss program can improve win rates between 15 to 30%.