Ellen Naylor is one of America's pioneers in competitive intelligence and Win/Loss analysis, which stems from her sales experience where she learned that customers and those who chose a competitor were a great source of competitive, product and market insight.
Ellen conducted her first Win/Loss analysis project in 1989. Over the years, she has noticed that every time companies make the changes she recommends from Win/Loss analysis, they make more money. She wrote this book to enable you to improve your win rates and customer retention through her 12-step Win/Loss analysis process, and also includes her inside tips and secrets.
Ellen's company, The Business Intelligence Source, helps companies develop competitive intelligence programs, win/loss analysis, market opportunity analysis and elicitation collection skills. She has given workshops and presentations on these topics for 25 years. Learn more: http://thebisource.com.
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 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%.