Sellers love to showcase impressive ROI figures. After all, if Company X multiplied their pipeline tenfold, why wouldn’t you want to lead with that? But here’s the reality: B2B buyers aren’t easily convinced. They don’t trust your numbers straight away.
ROI is a delicate game that requires more than just throwing figures at a prospect. It demands a thoughtful approach and a clear framework. Get it wrong, and you lose credibility before you’ve even started.
So, how should ROI be approached to build trust and win deals? Here’s a guide for sellers.
1. Don’t Pitch Results Before You Understand the Buyer’s Business
Before mentioning any ROI figures, sellers must fully understand the buyer’s current situation. What are they trying to achieve? What obstacles are preventing them from reaching their goals? Pitching an ROI figure before answering these questions will only cause your buyer to tune out.
The key is to demonstrate you understand their unique challenges and objectives. Without that foundation, any promises of returns will feel hollow.
2. Quantify the Problem Before the Solution
Touting another company’s success, such as how Company X boosted their pipeline, won’t convince your prospect that they can achieve the same. First, the buyer needs to understand how their current problem is impacting their business—and what it will cost them if they do nothing.
This is where the “Cost of Inaction” (COI) becomes essential. For example, imagine you’re selling to a company where proof of concepts (POCs) typically take 2 to 5 weeks to complete, delaying 80% of deals, reducing the win rate by 7%, and the company plans to double its sales team next year. The COI can be calculated by multiplying 80% of won deals by their annual contract value (ACV), by the 7% lower win rate, and by 2 (to account for the team expansion). This will highlight the real financial impact of the problem.
3. Show That You Can Solve the Root Cause
It’s easy to leap into a pitch after identifying a problem, such as extended POCs. However, just because your solution reduces sales cycles doesn’t mean it will fix the specific issue at hand.
If the problem stems from something like an absence of time limits for POCs, your solution might not help. But if the issue lies with account executives lacking structure or failing to adopt mutual action plans (MAPs), then you’re in a position to offer real value.
Sellers need to focus on showing they can fix the root cause of the problem, not just provide a general benefit.
4. Build Believable Scenarios, Not Perfect Outcomes
Once both seller and buyer agree on the problem and solution, it’s time to build a believable ROI calculation. Don’t simply plug in a best-case scenario based on past successes. Buyers are more likely to trust realistic projections rather than a dream outcome.
Use the COI as the best-case scenario, and then create two more conservative estimates, including a worst-case scenario. By doing this, you give the buyer a range of outcomes they can believe in, making the ROI pitch feel more tangible.
Conclusion: ROI Is About Understanding, Not Just Numbers
You don’t need flashy ROI calculators to win deals, but if you do use them, make sure you get it right. There are no shortcuts when it comes to ROI. Success comes from truly understanding your buyer’s business, quantifying their challenges, and working together to build a realistic ROI model.
That’s how you win deals today.
