Although no preparation is required for one of our interviews, reviewing this page a few days before your call can help put you in the right frame of mind.
What is this Win-Loss stuff?
Win-Loss is a qualitative market research practice designed to help companies better understand their customer’s needs. It comes from the tech space but works well in other verticals too. Win-Loss tends to be qualitative by nature, with a strong focus on open-ended questions intended to prompt the interviewee to speak their mind. Companies are in a much better position to bring you what you want when you want it in the way that you want it if they better understand your needs. That’s Win-Loss in a nutshell.
There’s quite a bit of variability in the practice of Win-Loss, but it basically breaks down to these 3 steps.
- Win-Loss Research – Usually phone interviews with buyers using pre-approved questions.
- Win-Loss Analysis – Parsing of the information pulled from the phone interviews to find themes and patterns.
- Win-Loss Reporting and Feedback – The results are presented and fed-back to the organization.
How long do calls typically take?
Most calls come in around 20 minutes. If you’re feeling chatty, maybe more. If not or you’re pressed for time, we’re happy to keep it short.
What should I be thinking about before my interview?
Here are 5 of the standard categories we use for interviews. We’ve added some sample questions for you, too. This is only a sampling though, and topics of conversation will naturally vary by call. Often the best calls cover territory that was unexpected.
Project or Initiative Drivers
- What business or team problem were you attempting to solve when you decided to look for a solution?
- How did your team go about prioritizing this initiative?
- How did you find potential vendors?
- Why, in the end, did you select this particular vendor?
- How would you describe the overall buying experience?
- What media or other sources did you consult during your decision making process?
- Were there any materials that would have helped you to make your decision that were not available?
Price and Value
- What did you like or not like about the vendor’s pricing methods and models?
- Do you feel that you obtained the value that you expected from your purchase?
- If you had the opportunity to say anything, on any topic to the leadership, what would you say?
Why isn’t our vendor just calling us themselves?
Win-Loss is a specialty and it can help to bring in specialists that have experience with the methodology. Also, in our experience, customers generally feel more comfortable speaking openly with a neutral 3rd party than they do speaking directly with their vendors.
I have some other questions, mind if we talk?
We’re happy to talk Win-Loss at any time. Please reach out to us at firstname.lastname@example.org or speak directly with your interviewer if there is anything else that you want to know about the process.