How to create a compelling return on investment case-How to create a compelling return on investment case

Video Transcription

Video Summary

The webinar explored how to build a compelling return-on-investment (ROI) business case that helps customers choose your solution over competitors or doing nothing. John Toll stressed that selling value requires understanding the customer’s point of view, not just presenting features or claims. He explained that ROI cases matter most in value-creation sales, not routine or mandatory purchases.<br /><br />Using real examples, he showed how to identify the economic buyer, research company accounts and reports, and uncover the different stakeholders who must support the decision. His cases included: a med-tech product sold to ethical clinics, where ROI could come from margin, reputation, and repeat business; a CAD/software solution for a door and window manufacturer, where the goal was to reduce errors, rework, and inefficiency; and a cybersecurity service, where the case had to include not only direct cost savings but also secondary benefits like reduced breach risk and reputational protection.<br /><br />Key advice included: co-create the business case with the customer, use ranges and estimates when exact costs are unknown, avoid unrealistic ROI claims, and ensure the executive summary clearly states the problem, proposed solution, and value. He concluded that workshops with customers to build the case together are often the most effective approach.

Keywords

return on investment

ROI business case

value-based selling

economic buyer

stakeholder analysis

customer value creation

business case workshop

cybersecurity risk reduction