Value-based selling ROI conversation

Sell on value, not features. Discovery questions for value: 1. 'What's the cost of the current problem?' (time, money, opportunity). 2. 'What happens if you don't solve this?' (quantify downside). 3. 'How would solving this impact the business?' (revenue increase, cost reduction, risk mitigation). Calculate value together: Current cost: 'You mentioned 3 people spend 10 hours/week on manual reporting, that's 1,560 hours/year. At $50/hour, that's $78k annually.' Solution value: 'Our automation reduces this to 2 hours/week, saving $65k/year.' ROI pitch: '$65k saved, our solution is $30k/year, that's 2.2x ROI and 5.5-month payback.' Compare to alternatives: status quo cost vs. solution cost. Document in mutual plan or proposal. Align pricing to value (if $65k saved, $30k fee is justified). Ask: 'Does that ROI make sense for your business?' Makes price objections irrelevant.