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Proving Your Value to Frugal Buyers
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Proving Your Value to Frugal Buyers

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  • 1. Prove Your Value toFrugal BuyersTom PiselloCEO & FounderThe ROI GuyTwitter: @tpisello@AlineanROI
  • 2. Let me tell you a story …
  • 3. Frugal 2 X (Cost of doing nothing + benefits of change) > costs of change Skeptical More Stakeholders More risk averse than ever 10 stakeholder per avg. decision Tired of traditional pitches 2x over past decade Need personalized & > Financial /Procurement Scrutiny compelling insight Overloaded In Control Doing-more-with-lessFueled by Internet & social media > 100 emails, > 10 calls/dayOpportunities, you & your competition Less time for vendorsInviting sales later (> 65% along)
  • 4. Of deals are not lost to competition, instead are lost to the “Do Nothing” buyer (Sales Benchmark Index) Of prospects stick with business as usual because not seeing a quantified reason to changeare not able to justify change on their ownTurn to you for help!
  • 5. 65% To those setting 35% To those winning buying need the bake-off 41% of marketers believe content ineffective 90% of Content not leveraged by sales Illuminate Compelling Issues Solutio n Business Case Cost of Doing Nothing Benefits of Change Quantified Competitive AdvantageForrester, BMA, Content Marketing Instit ute
  • 6. 65% To those setting 35% To those winning buying need the bake-off Illuminate Compelling Issues Solutio n Business Case Cost of Doing Nothing Benefits of Change Quantified Competitive AdvantageForrester, BMA, Content Marketing Instit ute
  • 7. Mobility Value Estimator http://www.kony.com/mobility-estimator
  • 8. CSC Cloud Computinghttps://roianalyst.alinean.com/csc/Cloud_IaaS/
  • 9. Wabash National
  • 10. Tools that Work! Industry, Location & SizePersonalize Buyer’s Role in Purchase Decision Business Objectives & Challenges Cost of Doing NothingChallenge Benefits and ROI of Change Quantify Competitive Value More Visuals & Less TextEngage Contrast – Before vs. After Social Stories – User Successes & Social Sharing
  • 11. Tools that Work!Value Marketing Tools Value Selling ToolsPosition DesignPush Why + ValuePull AwarenessProactive Field TrainingROI Guarantee Support Success Stories Refresh ROI Guarantee
  • 12. You Need an Edge … Yes = Rational + Emotional Suite from “Do Nothing” to Yes Platform Not just a tool, an Enterprise Platform Integrated Customer Intelligence Mobile Sales & Marketing Enablement International & Certified 3rd Party Credibility & Experience
  • 13. Next Steps• Product, Solution, Value – You Decide!• The Solutions – Benefit Estimators – ROI / TCO Sales Tools• The Proof• Fight Frugalnomics Resource Center

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