Análise do processo de vendas utilizando a ferramenta gerencial Win-loss

Abstract

The need for information in large companies has brought prominence to market intelligence, a marketing area that is responsible for collecting, treating, analyzing and providing information to drive an organization's strategies and decision-making. This study aims to understand how win/loss analysis, one of many tools of market intelligence, can be used to improve a complex personal sales process. The methodology used consists of two questionnaires, one directed to the people that closed a deal and another to people that did not close a deal, to identify positive and negative variables involved in the sales process that will be the subject of this study. As far as the methodology is concerned, this piece has its research nature considered pure and its approach considered qualitative and quantitative. As to the objective, it is considered descriptive research. The questionnaire application of the win/loss analysis was performed by means of an electronic questionnaire, applied by a team of specialized researchers that interviewed 207 people that closed a deal and 194 people that didn’t, through the sales process in question. Regarding the results, the credibility of the brand and the quality of the seller's service were identified as positive variables. The price, the lack of contact or seller’s feedback and lack of clarity in the information passed on were identified as negative variables. In this way, the organization managed to identify the topics that needed to be strengthened and eliminated to improve the complex sales process and increase sales success.