Download pdf - Why a Provider of Complex Industrial Products and Solutions Wins or Loses Bids

Why a Provider of Complex Industrial Products and Solutions Wins or Loses Bids

CASE STUDY

WHY A PROVIDER OF COMPLEX INDUSTRIAL PRODUCTS AND SOLUTIONS WINS OR LOSES BIDS WWW.FULD.COM

Hindsight and Insight

A global maker of complex M2M industrial solutions had recently lost some contracts to smaller, seemingly more risky competitors. Finding that the company had no reliable, systematic process for analyzing wins and losses, they engaged Fuld + Company to conduct an analysis designed to understand how buyers made purchase decisions and to demonstrate what a win-loss process should look like.

Case Overview

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Sophisticated Win-Loss Analysis Key Business Challenges

With commodities and discrete products, win-loss analysis is often straightforward, with sales success turning on a simple factor like price. Not so with highly engineered products embedded in complex solutions involving installation, startup, hardware, software, as well as managed and consulting services. The product is complex, the sales cycle is long, and many factors, weighted differently by different customers, go into purchase decisions. Bids are highly contestable and understanding what secured a win or caused a loss requires deep and nuanced information and analysis.



A Lack of Objectivity Key Business Challenges

The company had always made some effort to debrief prospects following a win or a loss, but the process was uneven and unsystematic. Further, these interchanges usually occurred in contexts that worked against candor and objectivity: The salesperson might be trying to pave the way for additional business. The prospect might be reluctant to be too hard on our client. The nature of the conversation itself, unstructured and casual, didn’t penetrate deeply into the issues or encompass all of the many factors that go into a complex product and solution.



The Rigorous Process The Fuld Approach

Fuld + Company developed and delivered a rigorous, systematic win-loss pilot that:

Provided valuable insights into current market perceptions of the company’s solutions

Created a baseline for an ongoing win-loss analysis program

Demonstrated the value of systematic win-loss collection for the client

Showed the company how a rigorous win-loss process is deployed



From Analysis to Action on Many Fronts Key Business Impact

With the results of the win-loss pilot in hand, the company can:

Determine effective product/service differentiators and value propositions

Pinpoint where sales tactics and messaging aren’t effective or addressing customer needs and priorities

Understand competitor tactics and positioning in the product/service area, deal category, or geography

Evaluate sales effectiveness with key customers

Determine customer perceptions of the company vs. key competitors

Assess strength and depth of key client relationships

Illuminate pain points and potential future opportunities



Beyond the Blame Game The Fuld Review

Many people shy away from win-loss analysis because they fear that its goal is to fix blame for losses. A rigorous, systematic process can eliminate that dynamic by putting the focus where it belongs: on strengths and weaknesses of the offering itself, perceptions in the marketplace, and opportunities for improvement. A comprehensive process can also produce a robust, 360-degree perspective from customers to commercial operations to technical considerations. Instead of a report card, it provides an invaluable go-to-market tool that ultimately benefits everyone in the organization.


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Think a similar solution could work for your organization?

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About Fuld + Company

WHO WE ARE

Since 1979 Fuld + Company have pioneered competitive intelligence, and today we work with leading companies worldwide to deliver the competitive and market insights they need to make better business decisions. We don’t rest on our history and past successes. This means working hard to deliver uncompromising analysis that generates sound advice and earns us enduring partnerships with our clients.

WHY CHOOSE US

We are driven to expose our clients to insights about their industry, their competition and a changing market; designed to help avoid surprises and industry shocks. Through deep research, penetrating analysis and strategic gaming + advisory expertise, our team of professionals help you identify and solve tactical and strategic challenges. We help reduce the risks associated with business-critical decision making.

COMPETITIVE + MARKET INTELLIGENCE

Competitive + Brand Insights

War Games / Competitive Simulations

Market Analysis, Share + Sizing

Supply Chain Mapping

GO-TO-MARKET STRATEGY

Brand + Product Positioning / Launch Support

Product Portfolio Roadmap

New Market Entry / Segmentation

Value Chain Analysis

Life Cycle Management

Win / Loss Bid Support

CORPORATE STRATEGIC PLANNING

Early Warning + Scenario Planning

Sales Force Effectiveness

Merger/Acquisition + Licensing

Innovation Strategy

Business Model / Industry Convergence



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