Value selling shifts the conversation from features and price to business outcomes and ROI. Instead of saying "our device costs €50K," you say "our device generates €200K in additional revenue per year through faster exams." This is essential for B2B sales.
Customer ROI
ROI = (Annual Value Gained - Annual Cost) / Annual Cost × 100%
If your product costs €50K/year and saves/generates €200K/year, ROI = 300%.
Key Takeaways
- Sell outcomes and ROI, not features and price.
- Quantify value in the customer's currency: time saved, revenue gained, risk reduced.
- A strong ROI case (>200%) makes the purchase decision obvious.
- Payback period < 6 months = very compelling.