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Anthony Pierri shared a great Gong article this past week. An oldie but goodie.
The main data point called out was this:
“Presenting ROI in your sales process correlates with a 27% drop in close rates.” 🤔
Chris Orlob, the author, argues that presenting ROI to your customer awakens the wrong part of their brain. The logical part responsible for critical analysis.
“That’s why every time you present ROI, your customer rolls their eyes and argues with your assumptions.”
He points out that “people buy on emotion and justify with logic. So you need to tell a before-and-after customer story and sneak the ROI metrics as a passing detail.”
Instead, the key is to tell before and after customer stories. Stories access your customer’s emotional brain. They let you slip in your business case under the radar, cloaked as a narrative.
The image above is a slide from one of Gong’s business case decks ☝️
Click here to read the article
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