New Business Win/Loss Analysis Case Study

WINNING MORE BUSINESS BY CONTINOUSLY IMPROVING THE SALES PROCESS

Chatham Partners recently completed a Win/Loss Analysis project on behalf of a national, US-based, full-service commercial bank offering business financing, treasury management, institutional investments, and capital markets solutions, among other products.

Client Objectives

• Increase the win rate of new commercial banking opportunities.
• Gain a deeper understanding of the reasons for winning and losing new business.
• Improve the effectiveness of the sales process.
• Benchmark the Bank’s overall sales effectiveness vs. competitors.

Chatham Solution

• Developed a customized research questionnaire and sampling plan.
• Conducted telephone interviews with institutional buyers following each proposal.
• Provided transcripts of all telephone conversations immediately after call.
• Analyzed sales process trends and product/service perceptions.
• Provided actionable recommendations to improve sales effectiveness.

Results

• Increased new business win rate by 15% over one-year period.
• Trained sales force to position the Bank most effectively versus key competitors.
• Tied variable compensation of sales force to improvement in sales effectiveness ratings.
• Linked sales tracking system to Chatham process, thereby institutionalizing the post-deal interview discipline.