How many hours have sales operations leaders spent (or wasted) trying to get good data on lost opportunities? No doubt too many to calculate. However, what’s really important is that they don’t stop trying. The wealth of information for both sales and marketing that can be gathered from losing a deal is priceless. But the question still remains: How does sales operations increase the visibility of this buried treasure of information?
At this point in my career and based on the research I’ve performed, it’s clear to me that just asking sales reps to enter the loss information into the sales force automation (SFA) platform is not getting the job done. At the same time, offering a reward to get loss information seems contradictory. The option that appears to hold the most hope is to develop a win/win scenario. For sales operations and sales leadership, the win is the intelligence that tells them what to do differently next time or when would be the best time to try to engage the prospect or customer again. There’s also insight available to the sales rep, but it’s focused on better understanding the makeup of a winnable opportunity’s success profile and creating a leaner pipeline for greater efficiency.
In order to get this win/win insight from lost deals, sales operations should do the following:
This final step will deliver several benefits, including: creating a cadence in the sales process to show the educational benefit resulting from diagnosing a loss (removing the negative stigma); helping managers to coach their reps to capture important loss information in the SFA (e.g. competitor, product, pricing, learning); and giving reps the opportunity to present in front of their peers (increasing knowledge sharing and morale).
National Basketball Association coach Pat Riley, whose storied career includes leading the Los Angeles Lakers to multiple championships, once said: “You have no choice about how you lose, but you do have a choice about how you come back and prepare to win again.” So, let’s choose to learn from those lost opportunities and use that intelligence to prepare to win the next opportunity.
Mark Levinson is Vice President and Group Director of Sales and Channel Services at SiriusDecisions. Mark’s nearly 20 years of experience includes a wide variety of sales operations issues including strategic planning, territory optimization, compensation plans, account management, sales tools and sales analytics. Follow Mark on Twitter @MarkBLevinson.