Most salespeople focus on what their products and services are. Successful salespeople focus on what their products and services do, which encourages customers to say yes! They buy what your products and services do for them.
But what if they need proof? What if you are working with one person on a committee, or maybe a coach or a champion? How can you help them convey that your products and services are the solutions they must have?
Successful salespeople have mastered the art of building and delivering a compelling business case. A business case is a document or a presentation that explains and compares the benefits and risks involved in proceeding with an opportunity or recommendation. It compares the risks and benefits of the proposal with other options alternatives, one of which may not do anything at all. A strong business case makes a compelling argument for implementation.
There are many benefits to preparing and delivering a business case for your prospects and customers. Here are a few:
- Fully demonstrate the value of a proposed product.
- Obtain approval for the investment.
- Prioritize projects competing for funding and resources.
- Accurately and adequately tells your story to others who may not see it first-hand.
It is imperative to create a business case for your prospects to help reduce FUD – Fear, Uncertainty, and Doubt. A business case is your voice when stakeholders meet to discuss options.