Worksheet · Sales Effectiveness Health Check
Ask customers why
Lost deals get discussed in the sales meeting, and the customer is never asked. This sheet sets up two sets of calls: one after every large lost deal, and one a year to twenty customers. It builds the Competent step of the check:
Customers are asked, at least yearly, how the rep compares with competitors' on the things they buy on, and every large lost deal gets a call to the customer.
Step 1. Call every large lost deal
Someone other than the rep makes the call, within a month of the loss. Set the size that counts as large: $________.
| Deal | Value | Lost to | Date called | Called by | Main reason given | Price, product, service, rep or other |
|---|---|---|---|---|---|---|
| e.g. Hospital group supply contract | $400k | Main competitor | 12 June | Sales director | Their rep knew the ward managers | Rep |
Step 2. Ask twenty customers once a year
| Customer | What matters most when they buy | Our rep, 1 to 5 | Best competitor's rep, 1 to 5 | What would change the score |
|---|---|---|---|---|
Questions to use:
- What matters most to you when you choose a supplier for this?
- How well does our rep understand your business?
- How quickly does our rep respond when something goes wrong?
- Whose rep does this better, and what do they do?
Step 3. Read both with the sales manager
| Finding | How often it came up | Reps it applies to | Coaching point |
|---|---|---|---|
Done when: every large lost deal this year has had a call to the customer, and twenty customers have compared your reps with competitors'.
Adapted from our own customer interviews (PSP, 2003).
From the Sales Effectiveness Health Check. Your report links the sheet for each of its moves.