Sales Management, Sales Techniques

How to build a kickass business case to drive more revenue

Everyone’s sales process is different. The basic steps, though, are often the same in B2B sales. What you really need to do is make sure you get under the skin of your sales prospect to understand how you’re going to help, not just the person you’re selling to (your key contact), but other people in the business as well. Often you follow all the steps in your sales process, send a proposal, and talk about pricing. The key is to show, every single time, how you’re going to deliver great, return on investment for the business with your product or service. Here are some simple steps to building a kickass business case to close your deal.

How will your champion benefit?

To build a foolproof business case you need to get to the root of why the prospect wants your product or service. What it will do for them. How they will individually benefit. What will it do for them? You need to understand their challenges and what they really WANT. What is their goal with this purchase? Is it a change that they are trying to make or a problem they are trying to solve? Will it make your key contact’s life easier, their job easier, improve their standing in the eyes of their boss? You must really dig deep, do your research and then ask lots of questions until you really understand. This is the only way that you will be equipped to really build a strong business case. Talk about how it’s going to help your day to day contacts do their job better and make them look great in the eyes of their boss.

What’s in it for their boss?

Find out and talk about how it’s going to impact the CFO and the CEO. Of course, if you’re going to save them money, increase overall productivity or increase sales then you need to list that. It’s hard to argue with hard numbers! These should speak to the C-level execs making the decision to sign off on the project by helping them solve their issues.

Prove first-year Impact

In order to build a strong business case, you need to understand the current state in your prospect’s business. Ask lots of questions to get a clear picture of how things run now. Unless you know where they are starting you can’t clearly show them where they will be with your product or service. For maximum impact, you need to include a simple return on investment analysis (this can be in a proposal) this is to show then can justify how you’ll be helping them from day 1. This should include your costs to the company vs your projected impact in year 1, so you can give a complete picture. Show them how you’re going to help them in the short term. Talk about the immediate impact, in the first 6-12 months and a year. This way you can show you are delivering value straight away.

Return on Investment

Prove long-term Impact

Then talk about how you’re going to help them longer-term with their strategy of what you’re going to deliver. The things that, working together, you can measure over time or are going to impact the business. This can be bigger goals that the business has outside of your product or service, that you can help them to improve on and contribute towards. An example of this would be that your company delivers employee recognition to reward employees. Show them what impact you can deliver with their overall strategy of increasing the employee engagement across the business.

To close the deal it takes more than a simple proposal. It takes a solid business case. Building such a case takes you beyond your sales process. It requires a complete understanding of where your prospect is starting. It takes lots of in-depth digging and research to grasp your prospect’s challenges, goals and desires on all levels of the organization. Clearly, identify these together and agree on the right ones in your meetings. Then put them in your business case/proposal  to help cover the bases on all levels of the business. It takes thought to pull it all together but doing this will pay off with more wins for you and your team.

I hope this helps

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