The Business Case Is King!
Bye Bye Impulse!
‘Great idea, lets do it!’ – is rarely heard from today’s buyers. The best sellers can hope for is ‘let’s get a multi-disciplinary team together to develop the business case, then in 3-6 months we can decide if it is worth doing’.
Yet, salespeople are wasting their time writing proposals that do now address the issue of the business case.
A Compelling Business Case Is Required!
Buyers tell us that the business case is more important than:
• The skill of the salesperson
• The reputation of the supplier
• The quality of the sales proposal
• The sophistication of the technology or just about anything else.
After all unless there is a compelling business case the purchase will not proceed.
All this means features and benefits selling is redundant.
Peter Viljoen: 
StartupSandy: 
the Senator: 
Martin Lindeskog: 
