“A moment of truth is when you are faced with a choice of doing something in your favor or the client’s favor. If you choose the client’s best interest over your own, you pass a moment of truth.” – Author and sales expert Jeff Beals
When it comes to B2B marketing to the C Suite, you not only have to choose the client’s best interest over your own, but also calculate and show the ROI. It must be front and center, in the start in your sales script, and must continue to be the main focus of the entire pitch.
1. ROI metrics
What is the ROI your product or solution generates for your B2B buyer? You should be very clear about it, and know exactly what benefits the client can expect.
Lucep clients expect sales acceleration through AI-powered fast lead response, distribution and sales enablement, and higher lead generation and conversion rates through better website user engagement.
So a Lucep sales pitch to clients is focused on this:
2. Create an ROI calculator
The ROI that each of your B2B customers get by adopting your solution is likely to vary based on their business process, size usage, their customers, and the industry they are in.
The easiest way to demonstrate the precise ROI your tool can generate is to create an online ROI calculator. Show it to the client at a C Suite meeting, and ask them to make use of the calculator. They feed in a couple of data points, and the calculator should provide the ROI instantly.
It is by far the simplest and most effective way to demonstrate the ROI to the C Suite.
To understand how easy it is, take a look at Hubspot’s ROI calculator. It “simulates the potential return on investment that you could realize by conducting inbound marketing with HubSpot software.”
Using the calculator will demonstrate to you how much ROI you can expect if you sign up to use Hubspot software for your inbound marketing.
3. Testimonials, case studies and referrals
Now you need data points to back up your ROI claims. This means case studies and testimonials from your existing customers who have already achieved this ROI you claim to provide.
This post on getting a meeting with the CEO includes a Lucep case study and an example of how a testimonial from one company leader can influence other CEOs.
“In an era when buyers are jealously protective of their time, a referral from a trusted source is your ticket to the show. The higher up a prospect is in a company, the more important referrals are.” – Jeff Beals
4. Use presentations and product demonstrations
Now you have an ROI calculator to demonstrate the returns your solution provides to a B2B client, and you provide the requisite case studies, testimonials and referrals to convince the C suite that this ROI is real.
But you still need to provide a detailed roadmap of how this particular client will be able to achieve said ROI. This is where a presentation or product demonstration could come in very handy. It could just be a product demo video that clearly explains how your solution is implemented, coupled with slides that show the benefits from this implementation.