Explaining value with evidence and examples

Value is the difference your solution makes for the customer, compared with what they would do otherwise. It is not a list of features. Translate each feature into what it means for them: "Automatic schedule updates" becomes "Your planners spend less time re-entering late order changes".

Support claims with evidence the customer can trust. Use their own figures where possible: "You mentioned around 40 hours a month on manual reports." Use examples from similar situations, describing them honestly and only as far as you are permitted to share. Avoid inflated or unverifiable claims; one credible example is worth more than five impressive statistics.

Be clear about what is an estimate. If you show potential savings, explain the assumptions and invite the customer to adjust them. Building the estimate together creates ownership and makes it easier for them to present internally.

Address risks openly: what is needed from the customer, how long implementation takes, and what could go wrong. Honest discussion of risk builds credibility.