VC 2-010 Keith Campagna and I talk about selling ALL the value...all the way through ROI.
Keith Campagna is passionate about selling value...so much so that he joined the founders of the ROI shop, where he was a client, to part of the leadership team. His company helps sellers guide conversations all the way to customer value--quantified. This behavior is what elite sellers do. The time flew by as we talked about selling value, pricing value, avoiding discounts, and avoiding the tar pit of "the dreaded ROI calculator spreadsheet". What a great conversation!