Often, ROI analysis and payback period remain only at the sales stage, without real verification over the expected periods. This not only makes it difficult to measure the actual impacts but also represents a missed opportunity to strengthen the client relationship and identify new needs. To address this challenge, it is essential to differentiate between direct and indirect impacts and quantify them correctly.
Direct Impacts: These are the immediate and tangible effects generated by implementing a solution. They include cost reduction, revenue increase, efficiency improvement, and resource optimization. For example, an automation software can reduce order processing time by 30%, lowering operational costs and increasing productivity.
Indirect Impacts: These are benefits that, while not immediately evident, generate significant value in the medium and long term. These may include improved customer satisfaction, enhanced brand image, reduced employee turnover, and increased customer loyalty. Following the previous example, automation could reduce order errors, improving the customer experience and increasing the repurchase rate.
Opportunities for Improvement: Not all solutions aim to correct negative impacts; often, their purpose is to generate additional benefits. These improvements may lead to increased sales, a broader offering for the client, operational savings, process optimization, or greater market competitiveness. Consultative selling should focus not only on problem-solving but also on identifying strategic opportunities that the client has not considered and that could represent significant advantages for their business.
How to Calculate the Impact: To quantify these effects, financial and operational indicators such as return on investment (ROI), total cost of ownership (TCO), and payback period can be used.
• Return on Investment (ROI): Measures the profitability of the implemented solution and is calculated as:
A positive ROI indicates that the investment generates value, while a negative ROI suggests that the solution is not delivering the expected benefits.
• Total Cost of Ownership (TCO): Evaluates the total cost of a solution throughout its lifecycle, considering initial, operational, maintenance, and potential upgrade costs. It is expressed as:
A TCO analysis helps understand the actual financial impact of a solution beyond the purchase price.
• Payback Period: Determines how long it will take to recover the initial investment through the obtained benefits:
The shorter the payback period, the faster the value generation for the client.
Additionally, satisfaction surveys and trend analyses allow measuring indirect impacts, such as customer loyalty and brand perception improvement.
In consultative selling, simply presenting features and functionalities is not enough. It is crucial to help the client visualize the direct and indirect impacts of the solution using concrete data and real use cases. Equally important is conducting follow-ups to validate whether the estimated impacts have been achieved, ensuring a trustworthy relationship and future sales opportunities. Furthermore, consultative selling should focus on proposing strategic improvements that generate additional benefits, helping the client achieve higher performance and sustainable growth. This way, the purchasing decision is based on a tangible value analysis rather than a subjective perception.
If you want to learn more about this or other topics related to consultative selling, do not hesitate to contact us. We are always ready to assist in securing and closing deals!
