1. Communicate the value proposition in terms of benefits to the customer, not features. Focus on how the solution solves business problems and drives outcomes like higher profits, lower costs, better customer service, and ensuring compliance.
2. Develop tools to quantify and demonstrate the return on investment (ROI) the customer will achieve by implementing the solution. Provide ROI models and value calculators to help customers understand the financial benefits.
3. Consider both the direct costs like purchase price as well as total cost of ownership including implementation, customization, integration, training, and support services when discussing the overall cost to the customer.