Ellen’s insatiable curiosity is what led her to competitive intelligence. She loves to hear people’s stories, and somehow they sense this.
She is one of America’s pioneers in competitive intelligence and Win/Loss analysis, which stems from her sales experience where she learned that customers and those who chose a competitor were a great source of competitive, product and market insight.
Ellen conducted her first Win/Loss analysis project in 1989. Over the years, she has noticed that every time companies make the changes she recommends from Win/Loss analysis, they make more money.
She wrote this book to enable you to improve your win rates and customer retention through her 12-step Win/Loss analysis process, which also includes her inside tips and secrets.
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