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Quantify Value.
Sell Impact.
Protect Your Margins.

Quantify Value.
Sell Impact.
Protect Your Margins.

Salespeople who apply these insights will know how to:


  • Spot hidden profit leaks inside your customer’s business—and use them as conversation starters

  • Quantify financial pain points and position your solution as a path to measurable profit improvement

  • Reframe your offer as an investment with ROI, not a cost to be negotiated

  • Ask questions that open the door to executive-level conversations and shift urgency in your favor

  • Move from product-focused selling to Total Business Impact (TBI) conversations that close bigger, more strategic deals

Salespeople who apply these insights will know how to:


  • Spot hidden profit leaks inside your customer’s business—and use them as conversation starters

  • Quantify financial pain points and position your solution as a path to measurable profit improvement

  • Reframe your offer as an investment with ROI, not a cost to be negotiated

  • Ask questions that open the door to executive-level conversations and shift urgency in your favor

  • Move from product-focused selling to Total Business Impact (TBI) conversations that close bigger, more strategic deals

Increasing margins for

Step 1: Identify profit leaks

  • They’re transactional, short-term thinkers not interested in building a relationship

  • They negotiate aggressively and undermine your value

  • They’ll jump ship the moment a cheaper option appears

  • It’s difficult to grow or expand the account over time


Common Roles that exhibit price buyer behavior:

Procurement, Finance, Supply Chain


💡 Solution: Identify price buyers early—and navigate toward roles who care about outcomes, not just cost.

Step 2: Quantify profit leaks

Step 2: Quantify profit leaks

Move beyond transactions – Vendor-level relationships are limited and transactional. To grow, sales teams must bring problem-solving insights, ROI-driven innovation, and financial impact to the table.


Ask these 3 essential questions to evolve the relationship:


  1. What’s your customer’s current perception of your role?

  2. What barriers exist that are preventing deeper engagement?

  3. What actions can you take to move toward preferred or trusted advisor status?

Step 3: Correlate solutions with profitability gains

Step 3: Correlate solutions with profitability gains

With the profit leaks both identified and quantified, now you'll need to show how your solution not only solves the problem, but improves their profitability!

No more pitching products – but a profit improvement plan.


What sales professionals should know:


  • What does the financial impact look like?

  • How much will they save, recover, or gain?

  • Build trust by providing clear documentation, case studies, and technical proof

  • Understand what KPIs or compliance standards they’re accountable for

Chapter 4

Chapter 4

Operational buyers are focused on execution, efficiency, and output. Their #1 concern is: "Will this solution keep us moving forward—faster, better, and more reliably?”

They prioritize streamlined processes, productivity gains, and on-time delivery.


What sales professionals should know:


  • Be prepared to show proof statements, efficiency metrics, and documented results

  • Emphasize ease of integration, reliability, and after-sale service

  • Speak their language: time savings, workflow impact, and execution reliability

  • They want a partner who understands their operational pressures—and can help remove friction from the system

Chapter 5

They see suppliers not as vendors—but as strategic allies. They care about the big picture: profitability, long-term growth, and how your solution supports their business objectives.

They evaluate solutions through the lens of Total Cost of Ownership (TCO) and Return on Investment (ROI)—not just price.

What Sales Professionals Should Know

  • Value buyers are looking for trusted business partners, not product-pitchers

  • Expect open, frequent communication—especially if you bring new ideas that drive business results

  • Speak in terms of financial impact, risk reduction, and long-term value

  • Be ready to justify your solution with quantifiable data, TCO framing, and a clear ROI story

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