unique value proposition

Most salespeople can calculate ROI and explain it to their prospects, but many of them find it equally difficult to articulate that same ROI after they have been presented with a price objection.  They become defensive, review features and benefits, and make the situation worse for themselves instead of better.  We are going to review the case history of a salesperson who had an $85,000 solution that would increase company revenue from $10 million to $20 million.  Despite promising a $10 million gain, he was unable to overcome what he heard from his prospect:  “That’s too much money!”  In this article, we will discuss how it’s done.