To build an effective Sales Business Case there are certain points that we would need to include while making the presentation & giving the sales pitch, I have broadly classified them into three categories and they usually are the vital ingredients of any win. Always remember to be prepared to discuss the business case in three different settings: a 30-second status update, a 5-minute brief with questions and answers, and a 30-minute presentation. Caveat: there is usually a fair warning for the presentation, so that you have the time to think it through and prepare.

1. The Right Focus

• Help the buyer compare and contrast alternatives — the business case must show why the proposed route is better than others available

• Help the buyer to comprehensively address issues that sometimes get overlooked. These will include:

a) risks and pain areas – including how they can be mitigated

b) constraints that may impact on the project

c) competing projects — help the buyer demonstrate how the project is consistent with corporate goals and strategies

d) complicating factors, such as conflicting priorities

• Strategic fit — How the product can connect to the organizational goals

2. The Right Numbers in Cost & Risk Assessment

• Ensure that your calculations of the benefits/results of your solution are both credible and compelling

• Help the buyer to quantify the impact of your solution (including the ROI) using a model with which he/she is comfortable.

• If your proposal or business case includes financial cost-benefit analysis, as most of them should, use the method which your organization is familiar with.

• Two key principles to keep in mind for your cost-benefit analysis: realism and attribution (only consider effects directly attributable to the proposed course of action)

• Help the buyer to validate and test assumptions and scenarios used in establishing the business case, paying particular regard to external benchmarks

• Provide validated data from previous customers and analysts

• Ensure the prospect has an opportunity to access your experts learn from your customers

• Provide the buyer with useful information, such as technical collateral's containing expert data.

3. The Right Process

• Try to act as a sounding board – share lessons learned from other customers when securing business case approval

• If possible help facilitate the consultation process with stakeholders (e.g. through workshops on requirements)

• Be sure to include details of the definition, project-planning and technical analysis

• Help the buyer prepare to present the the business case to the the Buying Steering  committee .

If you want some perspective on how you or  your company needs to enhance their Sales/Client Management Capabilities, please email me at This email address is being protected from spambots. You need JavaScript enabled to view it.


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