A Smart Bear · Jason Cohen
articleprinciple"ROI" is the wrong way to sell your product
31 December 2023Profit
Source excerpt
About A Smart BearCustomers ask for ROI calculations to justify purchasing your software, but it still doesn't convince them. Here's what to do instead.
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Apollo layer
What a founder can learn
Founder takeaway
Treat ROI as supporting evidence, not the core sales argument. Learn what outcome the buyer needs, what risks could block approval, and what proof would make the purchase feel credible—then build the case around those factors.
Why it matters
A compelling spreadsheet can still leave buyers uncertain about implementation, credibility, urgency, or internal approval. Addressing the real decision criteria can improve conversion without relying on increasingly optimistic ROI assumptions.
Put it to work
In your next five sales conversations, ask: “Beyond financial return, what must be true for you and the other decision-makers to feel confident approving this?” Use the recurring answers to revise your sales narrative and proof points.