TALKING SALES 6: “What is Win-Loss Analysis” – Cian McLoughlin

Win - lose No decision

6451ea26116b5457449ebb1f56752c48Sales Win-Loss analysis and its vital importance.

Interview with Cian McLoughlin by John Smibert.


I was particularly interested in Cian’s view of the customer’s role in a Win-loss review. I was keen to get Cian’s advice on how to get the customer’s buy in whether we have won or lost the business – His recommendations were insightful.

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John leads three related organisations, Custell, Strategic Selling Group and Sales Masterminds APAC. These help B2B selling organisations, who recognise the need to transform their sales capability, to respond to the tsunami of change that is starting to wash over us all. He works with people who recognise that to survive they must more strategically support their customer in their buying journey - and understand that they must become specialists in the customer's domain in order to be of value to them. He also helps sales teams build differentiated personal brands and leverage the digital and social worlds to engage to create trust and value.

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