If a client is unhappy based on their own flawed ROI calculations, do not argue or make excuses. The best strategy to salvage the relationship is to take full ownership of the disconnect and work collaboratively to reset expectations and define a new path forward.
When true financial ROI is months or years away, such as with a complex software implementation, create a series of non-financial 'mini ROI' milestones. These small, tangible achievements demonstrate progress, keep the customer engaged, and prevent buyer's remorse before the full value is realized.
If clients create their own ROI metrics without your input, you are being set up for failure. Salespeople must proactively lead the conversation to define and agree on how success will be measured, ensuring complete alignment from the very beginning.
Don't wait for a complaint to learn a customer is dissatisfied. Adopt the mindset that ROI is always at risk of eroding and proactively schedule check-ins. Push for these meetings with senior leaders like the CFO or CEO, who ultimately judge performance.
Be wary of clients whose desired ROI depends on you fixing their internal problems, like an underperforming manager. It's crucial to clearly state what you can and cannot deliver. Trying to solve their organizational issues while delivering your core service is a recipe for failure.
For offerings like coaching or educational travel, ROI is often intangible. Salespeople must guide prospects to articulate what non-financial outcomes they value—such as career clarity or peace of mind—and frame the sales process around delivering that specific return.