When pitching a wellness product to B2B clients, shift the conversation from a 'nice-to-have' perk to a 'must-have' financial tool. Use data, even if anonymized, to demonstrate how your product reduces tangible costs like workers' compensation claims, making it an investment with a clear ROI.
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When pitching new marketing initiatives, supplement ROI projections with research demonstrating a clear audience need for the content. Framing the project as a valuable service to the customer, rather than just another marketing tactic, is a more powerful way to gain internal support.
To truly resonate with an economic buyer, align your solution to the specific KPIs they are personally accountable for. These metrics often differ from those of your champion or general corporate objectives like revenue and cost savings, requiring tailored messaging.
Executives don't care about tactical benefits like 'five fewer clicks'. A crucial skill for modern sellers is to extrapolate that tactical user-level gain into a strategic business outcome. You must translate efficiency into revenue, connecting the dots from a daily task to the company's bottom line.
Don't just solve the problem a customer tells you about. Research their public strategic objectives for the year and identify where they are failing. Frame your solution as the critical tool to close that specific, high-level performance gap, creating urgency and executive buy-in.
An ROI case isn't a one-time sales pitch; it's an ongoing conversation. Implement periodic 'value audits' to formally demonstrate the value your product has created. This builds internal evangelists and gives you tremendous power in future renewal or price increase discussions.
Instead of claiming to save "billions of hours," financial software company Ramp illustrates its value by showing how a single $5 cup of coffee actually costs 13 minutes in administrative waste. Starting with a small, relatable scenario makes a large, abstract benefit feel concrete and significant, as it's easier to make something small feel big than the other way around.
CFOs respond to numbers, not just pain points. Instead of focusing only on your solution's ROI, first translate the prospect's problem into a clear, granular dollar amount. Show them exactly how much money their current challenge is costing them annually.
To escape price comparisons in a commoditized market, shift the conversation from cost to risk. Use industry statistics to highlight the expensive, unforeseen problems that occur with cheaper alternatives. Position your higher-priced service as the logical choice to avoid those costly failures.
A common marketing mistake is being product-centric. Instead of selling a pre-packaged product, first identify the customer's primary business challenge. Then, frame and adapt your offering as the specific solution to that problem, ensuring immediate relevance and value.
To create transformational enterprise solutions, focus on the core problems of the key buyers, not just the feature requests of technical users. For healthcare payers, this meant solving strategic issues like care management and risk management, which led to stickier, higher-value products than simply delivering another tool.
