27% decrease in potential revenue due to insufficient business case


“There is a significant perception gap when we ask sellers and customers about the seller’s ability to prepare and present a business case & ROI. In the RAIN Group analysis, sellers were confident in their ability to create the business case and ROI argument, but only 16% of buyers believe that sellers are very effective at doing so.”

– RAIN Group

A deficient and ‘thin’ presentation of ROI is directly linked to a 27% decrease in the close rate

A study conducted by RAIN Group aimed to analyze and rank sales on 15 sales skills. Surprisingly, sellers ranked last, in 15th place, when it came to ‘making Business & ROI clear to the customer.’ This finding highlights a critical need for sellers to generally improve their ability to build and present a Business Case & ROI to the customer.

Traditional methods are no longer sufficient.

Employee engagement plays a crucial role in achieving buyer acceptance

Employee engagement plays a central role in achieving buyer acceptance and support for a business case and ROI. When employees are involved in the process, they bring data, insights, and perspectives from the real world that decision-makers receive and accept.

When you, as a supplier, conduct effective employee engagement for the buyer, it not only enhances the credibility of the Business Case & ROI but also demonstrates your dedication to understanding the buyer’s needs. Buyers are more likely to receive and accept a Business Case supported by employee input, as it shows a collaborative effort on your part to ensure the best possible data and thus ensure stronger and more reliable decisions.

Two key success factors

Conventional methods are no longer as effective as before. Collaborating with customers, broad involvement, and insights driven by data are now the key elements in the most successful sales organizations.

1. Involvement Creates Stronger Data & Convictions

While presenting a compelling Business & ROI Case is crucial to demonstrate your company’s impact, it’s not the only factor. The more buyer involvement you can achieve, the better involvement data you can present, the stronger customers believe that the business case and ROI are achievable.

Use GAP Assessments to involve a sufficient number of employees to:

  1. Discover and highlight current opportunities
  2. Build stronger data support
  3. Create trust in the buyer’s decision-making

Context matters as much as the numbers—even if you think your Business Case and ROI are impressive, you still need to stand out.

2. Make It Plausible and Credible

Many in sales often underestimate the effort required to get buyers to accept and support a Business Case and ROI. So, how do you gain this vital support?

Business Case & ROI are not just about finances for many buyers. The Business & ROI arguments that buyers use to justify their decisions and convince their colleagues internally are largely rooted in emotions, assumptions, and a trust assessment of you. The surrounding context is equally important. It is essential that you involve more employees and create strong data support. Data from employee engagement reduces perceived risk and strengthens decision confidence.

Cultivate a sense of imagination

87% of sales opportunities involve either moderate or high levels of customer indecision, leading to 38% ending in ‘no decision,’ and also causing 84% of customers to report that their buying journey takes longer than expected (Challenger Inc.). What buyers want, need, and value are suppliers who make it easier for them to navigate uncertainty.

Strong employee engagement ensures that buyers can imagine themselves at the end of the journey, providing acceptance and support to move forward.

It’s unlikely that sellers have somehow become less effective in their jobs. Their approach and performance probably haven’t changed much over the years. Customer expectations, on the other hand, have changed. Today’s buyers have real objections; they demand compelling data and insights, and they won’t tolerate a meeting that doesn’t engage and motivate them to take action. While this realization may feel discouraging, it’s also a tremendous opportunity for sellers to close the gap—once they understand what needs to be addressed.”

– Challenger Inc.