How to Solve the Problem of Demonstrating ROI

The world of technology sales has never been more competitive. As more and more tech products hit the market, pre-sales engineers play a crucial role in deciding which products are successful and which fall by the wayside. 

But that role is fraught with challenges. 

Effectively demonstrating ROI can be difficult with any product. But when it comes to technology that is abstract or highly complex, how do you ensure that all of your prospects are fully engaged and informed? And how do you differentiate yourself in such a crowded market?

All too often, prospects make buying decisions based on the quality of the presentation, rather than the product itself. Demonstrating ROI is key to helping buyers make the right decision, but the methods most sales professionals use no longer cut it. 

In this article, we’ll highlight the key issues with current pre-sales strategies. We’ll also offer some solutions that could lead to what presales thought leader Peter Cohan calls the “Presales Enlightenment.” 

The problem

Traditionally, sales professionals use three main strategies when it comes to demonstrating ROI: Product demos, ROI calculators, and case studies. In this section, we’ll look at some of the issues that come with these methods.

Demos

When it comes to showcasing what a product can do, a demo seems the most straightforward method — and for sales of traditional, physical products, it is. What better way to sell a new car than to go for a test drive? 

But when it comes to software and other tech products, which you can’t touch and feel, it’s much harder to make meaningful connections. The more complex or abstract the product is, the harder a demo becomes. 

ROI calculators

Ultimately, buyers want to know how much money or time your product is going to save them. This makes bespoke ROI calculators a powerful tool for salespeople. 

That said, simply throwing numbers around might not be enough to turn a prospect into a buyer. To get prospects onside, you need to demonstrate not only that the ROI is significant, but also that it’s believable. 

If the buyer doesn’t believe that the number you show them will come to fruition, chances are they won’t have the confidence to buy into the solution. 

Case studies

Trust is a critical ingredient in any buying decision, and case studies are a great way to build that trust. When buyers see that your product has had a positive impact on other companies, it’s easier to imagine the impact it could have on theirs. 

But to be powerful, case studies must be relatable. That means showing the prospect a case study from a business in the same industry, of a similar size and structure, and with similar problems to solve. That’s easier said than done. 

What’s more, gathering compelling case studies can be a challenge if your business is just starting out. 

What’s the solution?

Despite the issues we’ve highlighted, demos, ROI calculators, and case studies are all valid strategies. 

The problem is that everyone is doing them. As a result, it’s difficult to stand out from the crowd and truly impress prospects.

In this section, we’ll look at some potential solutions that could help sales professionals differentiate their products from their competitors.

Developing sales skills

Given the inherent complexity of software and tech products, sales professionals will benefit from targeted training to develop their presentation skills. This will help them communicate complex matters and build trust with prospects. 

This isn’t exactly a novel idea, however. Chances are, your competitors are already doing it. Besides, while training is important, it takes time to deliver, and it isn’t guaranteed to be effective.

Delivering fancier, but more simplified presentations 

There’s a growing range of tools out there designed to help sales teams create a slicker, more professional demo experience (Canva and Demodesk are just two examples).

But attempts to simplify the complex often have a tradeoff — the simpler you make a presentation, the harder it is to convey the true value of your product. Tech companies everywhere are already trying this strategy, with varying levels of success.

Creating promotional social media content 

Video content has exploded in recent years, quickly becoming an engaging and effective way to connect with potential buyers. 

But creating powerful video content isn’t easy. It requires a good deal of time, effort, and resources to produce professional-grade video content. And then there’s the issue of engagement — what happens if your target audience doesn’t typically look at videos on social media?

3D modelling

The previous three solutions we’ve highlighted are all effective ways of differentiating yourself from the competition. But where they fall down is their inability to bring a shared understanding of complex solutions. 

This is where 3D modelling shines. 

3D modelling creates a unique and unforgettable product experience for prospects by enabling you to:

• Show how your product delivers value in multiple simultaneous ways: This makes your presentation engaging, and your product relatable, to multiple stakeholders at the same time.
• Demonstrate change over time: By showing the ‘before’ and ‘after’, you show prospects the journey involved in realising value. This turns ROI from a random number into something believable. 
• Simplify complexity without conceding on value: 3D modelling effectively demonstrates the true value your product brings without dumbing it down.

Demonstrate ROI with EMMa3D

In a highly competitive world, sales professionals need a way to stand out from the crowd, as well as keep sight of what Peter Cohan describes as the ultimate objective of ‘applying intelligent thought to yield delighted customers’.

With most companies still relying on traditional pre-sales methods, 3D modelling offers a powerful way of demonstrating the value of complex tech products. 

EMMa3D is a pioneer in 3D modelling, offering salespeople and prospects an unparalleled experience. With EMMa3D, you can: 

• Easily create powerful 3D models from any data source.
• Build a meta-environment with as much detail as you like, without it becoming cluttered or overwhelming.
• Filter different parts of the model to show the most relevant aspects to a prospect.

If you’d like to see how EMMa3D’s unique 3D modelling software can help apply intelligent thought to your pre-sales process, book a demo today.