Due to tighter budgets and skeptical buyers, sales nowadays require vendors to justify every detail mentioned in a sales presentation in order to close the sale. Customers really want to know what it is that they are paying for, and want clear explanations of everything. The return on investment, or ROI for short, is a useful tool that quantifies the value of the proposed solution to the client’s need. The numbers shown can help to see a clear view of what the product or service can do for the company in a way that makes it much simpler to set realistic results. By focusing a sales approach on the ROI, a vendor can create additional value for the product by focusing on much more than just meeting the needs and wants. The great thing about the ROI is that it provides a numerical measure of the value provided by the product or service, justifying the investment. The ROI can be used to provide a clear view of the benefits offered, both tangible and intangible, as compared to the costs. There are many tools available to determine these figures, including web-based ROI calculators, spreadsheet-based selling tools, and other, more advanced software. When presenting the ROI, focus on communicating the key ROI-selling messages. Use the ROI to explain how your product or service can impact company procedures and management issues, and provide explanations and formulas for how these were calculated. Also, include guidelines, such as sources and examples to help justify your case. By focusing a sales presentation on true business value, and not just the issues that need to be solved, the presentation can be tailored to all stakeholders in the purchasing company, not just those directly affected by it. In a big corporation, every level of management will have a different goal in mind for any new product being purchased. For example, the director of logistics is looking for improved delivery of his services, while the CIO wants a product that can help finish projects on time and on budget. The VP of Marketing is looking to improve market share and the CEO or board of directors would want to increase revenue and profits. Rather than focusing on the benefits of the product offered, the value of the product can be explained, as it can impact every area of management, from the bottom-up, through cause and effect. The ROI has become very popular in sales presentations and is a very useful tool. Ultimately, remember that the most important factors when making a sale are your credibility and the relationship you create with your buyer. Molding the ROI to the presentation can sure help your credibility, but without a solid presentation, a sale cannot be made.
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