5% of Buyers Bought for ROI. Your Team’s Still Pitching It First.

Only 5% of buyers said ROI was the reason they purchased.
Yet most sales leaders still tell their teams to sell it (because most likely as a sales leader, you are still asking about ROI when you make your own purchases).
Here’s the problem: ROI isn’t urgency. It isn’t a case. It’s a stall.
When your team skips the actual problems and leads with future-state promises, they’re not building deals. They’re building ghosting, long sales cycles, and hope . . .

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