That’s what many sellers just don’t seem to get…

ROI doesn’t create demand.

ROI justifies demand.

That has several implications…

First, ROI will never work as a “hook” in cold email or prospecting.

Yet you see that all the time.

“Our customers experience an average 73% ROI within six months!”

Sounds logical.

But that’s not what prospects respond to.

Second, people will ghost you even if you have a clear ROI case.

Last year I talked to an enterprise rep who “lost” a deal after a few months of work.

He couldn’t understand it.

This customer agreed that they could see a 10x return compared to the cost.

And yet?

“Talk to us in six months; this is interesting but we have other priorities.”

Translation:

“I’m in pain elsewhere. Even if there’s no ROI, I’ll find a way to fabricate it just to get me out of this situation.”

Again, the principle here is this:

ROI doesn’t create demand. ROI justifies demand.

When you create (or uncover) demand, now presenting ROI plays a huge role.

But if you don’t already have demand, pitching ROI is useless.

So.

One more piece of bad news (and then some good news, promise).

Between creating demand and justifying demand, guess which one is harder?

Creating demand.

It’s also far more lucrative.

Because that’s what actually drives buying behavior.

How do you do it?

There are a few keys…

First, uncover (and amplify) what I call “business pain that MONEY follows.”

Second, uncover the ‘need behind the need’ to ratchet up the priority level.

Third, ask ultra specific ‘negative impact’ questions to build urgency.

Fourth, build a compelling future state to contrast against a painful current state.

If you nail the execution on those four tasks?

You’ll have buyers that are ready to run through a brick wall for you.

Want to learn how?

In The Advanced Discovery Masterclass (which comes with your pclub.io subscription), I share word for word scripts and frameworks for how to do all four of these.

You’ll learn how to find urgency.

You’ll learn how to uncover urgency.

You’ll learn how to build urgency.

You’ll learn how to ENFLAME urgency.

In short, you’ll become so good at creating demand, that justifying demand with an ROI case will seem like a cake walk.

Master the art of creating demand with The Advanced Discovery Masterclass here.

Give yourself a month (or two) of mastering these.

Your colleagues will watch you in disbelief.

Ok, talk later.

Chris Orlob

P.S. You’re not years away from what you want, you’re skills away. And I bet that ‘creating demand’ is one of those skills for you. Otherwise, you probably wouldn’t have read this far.

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