ROI Value

The best way to justify investment is to make the maths irrefutable. Use their numbers whenever possible—it's harder to argue with their own data.

Discovery questions to gather data:

• "What's your average deal size?"
• "What's your close rate from qualified meeting to won?"
• "How long is your average sales cycle?"
• "What's your customer lifetime value?"
• "How many meetings do you need to hit target?"

The formula:

"Let me walk through the maths with you. You mentioned your average deal is around $[X] and you close about [Y]% of qualified opportunities. If we book 30 meetings a month and half become opportunities, that's 15 opportunities. At your close rate, that's [Z] deals, which is $[amount] in revenue. Against our fee, that's a [X]x return. Does that maths check out with how you see it?"

"You're right to stress-test this. Let's be conservative: what if we only hit 20 meetings instead of 30? And what if your close rate on these is lower than normal—say [X]% instead of [Y]%? Even then, the numbers are [calculation]. We don't need to hit every target to make this work—even a conservative scenario is profitable."

"Let's compare this to the alternatives. Hiring an SDR costs $80-100k/year fully loaded, takes 3 months to ramp, and has a 40% annual turnover risk. You'd need them to book [X] meetings just to break even vs. our fee. And with us, you get results in 2 weeks with zero hiring risk. Which option has better ROI?"

"I appreciate the skepticism—you should question the numbers. Let's use your numbers instead of mine. What's a realistic meeting-to-opportunity rate for your business? [Adjust calculation] Even with your more conservative estimates, the ROI is [X]. And I can show you clients who've exceeded these numbers."

"I get that—attribution is tricky. Here's how we solve it: every meeting we book is tracked in your CRM with clear source tagging. You'll see exactly which opportunities came from our efforts. We can also set up a dashboard that shows pipeline value attributed to us. Would that level of visibility help?"

"Fair concern. That's why we offer [guarantee/pilot option]. If we don't hit [specific metrics] in [timeframe], [consequence—extended service, refund, etc.]. We're confident enough in our results to put skin in the game. Does that help address the risk?"

Client results to reference:

• SaaS Company: "$450k pipeline generated in first 90 days, 8x ROI"
• Professional Services: "15 meetings/month, 3 closed deals, $180k revenue"
• Tech Startup: "Reduced CAC by 40% compared to paid channels"
• Enterprise: "Shortened sales cycle by 30% through pre-qualified meetings"

Don't forget to mention secondary value:

• Market intelligence: Feedback from hundreds of conversations
• Message testing: Learn what resonates with your ICP
• Brand awareness: Thousands of prospects exposed to your brand
• Database building: Enriched contact data for future use
• Process learnings: Playbook you can take in-house