Impact Pricing

This one is the 8 of Spades from the Selling Value card deck.  When buyers are making a 'will I' decision, they're trying to decide, should I spend money to go solve this problem or not? Oftentimes, when they're making a 'will I' decision, they've got some problem that has boiled up, that's become an important problem, and they say, "Hey, maybe I'm gonna go consider buying a replacement, a solution, something to solve this specific problem for me."  If you are in B2B sales, what your job needs to be at this moment is, what is the basic problem your buyer is trying to solve? Once we understand that problem, we can help them figure out what's the value of solving that problem.  What this really means is, can we do an ROI calculation? At least the R part of an ROI calculation. Can we help the buyer figure out how much more profit will they make because they buy our product? This is called inherent value.  Inherent value is what's the value of solving the problem, and it has nothing to do with, what's the value o