Losses and Gains
Learn the true reasons you lost or won business.
Virtually every business competes in some winner-take-all competitions, often investing significant time, money, and energy. Too often, however, both winners and losers receive only the most general post-decision feedback, providing little opportunity to learn or improve. The Penny Process offers the ideal tool to learn about the true perceptions that drove the ultimate decision.
Using a Penny survey, the institutional arm of a large investment company uncovered that bringing multiple specialists to a client presentation created two never-discussed perceptions: (1) the team had exceptional depth of experience and (2) the team was overstaffed. This insight enabled the provider to significantly change its presentation strategy. Within months, its win/loss ratio improved by 50%.