CRM solutions are a handy tool when you want to review your customer history. They provide insight into what happened with your buyers. They don’t tell you why things happened though, and why things happen with your buyers is very important to Win-Loss and your Win-Loss Program.
Get Your Win-Loss Program Right, From The Start
As you begin your Win-Loss program, you can take a simple step to help improve the robustness of your information before you begin. Simply: talk to your team before you talk to your buyers. The goal here is to meet with key-people from every team that touches the customer directly so that your team can inform your program before it begins.
So who to talk to and what to ask? Here are a few key folks that will help fill in the holes left by your CRM solution and some sample questions that you might ask them.
- Which customers do they most-frequently hear from?
- What concerns do customers most frequently have?
- Who at the customer typically contacts Support? What is their role?
- Is there a particular product of yours that Support hears about the most?
- What or who is your target market and how are they defined?
- What problems do our solutions solve for our top 5 customers?
- How have they seen your Personas play out in the real world?
- How have your Personas changed over time?
- What is it that Product really wants to know but does not yet know?
- Who does Sales usually speak with at a customer? What are their roles? Titles?
- What are their top 3 praises and top 3 complaints?
- What is the buying process like in their experience?
- What other solutions do customers typically bring up and why?
- Who do we typically market to and how?
- How is that aligned or not aligned with our Personas?
- What channels do we use to reach the customer and why?
- What were the last 3 successful promotions for us? The last 3 unsuccessful ones? Why did the work or not work?
When interviewing internal teams, keep your Personas handy so that you can reference them and note any differences between what they say and what your internal interviewee has to say. Go into your interviews with your questions prepared, just as you would with a Win-Loss interview. In fact, these interviews are good practice for making Win-Loss calls. Have an open mind when speaking with them, but challenge their statements if they seem to differ too much from your existing Personas. You’d be surprised what you can learn in the process.