ROI Return on Investment Buying with Frugalnomics with Tom Pisello #265

Our guest is Tom Pisello. Chief Evangelist at Mediafly. Tom, also known as the ROI Guy, is a successful serial entrepreneur, popular speaker and author. He develops new practices to best communicate and quantify business value to ever more financially-focused, frugal buyers. Tom‘s latest book is The Frugalnomics Survival Guide – How to Use Your Unique Value to Market Better, Stand Out and Sell More and we talk at length on the importance of focusing on return on investment buying.

Cold as Ice Buyers

According to Tom, the length of the sales cycle is increasing. Organizations struggle with purchasing. The internet provides so many options for buyers that it’s hard to choose. He calls these buyers cold as ice. The solution is to focus on ROI in the buyers universe. The path Tom takes is Frugalnomics. He believes frugality has everything to do with your sales conversations.

Next as sellers we need to emotionally show buyers the issues they experience. We can do this with stories, examples and diagnostics. Don’t talk at length about why your company is great. Better to focus on the struggles the buyers face. Next move to the benefits they will experience if they choose your solution.

Frugalnomics Focus

Tom recommends sellers focus on the buyers challenges. In his experience they cluster around:

Reduce legacy costs and cost avoidance
Improve productivity of your people by streamlining processes
Reduce risk and many levels: security, downtime, compliance, etc.
Grow revenue and scale growth

Cold calling it should be a process of teaching not pitching says Tom. Start by sharing insights and advice. This is how to open up a conversation that can build trust. Tom recommends a Socratic approach of discovery questions. The conversation becomes a guided dialogue. If the buyer is qualified, interest in your product and solution will come naturally.

How To Find Tom Pisello

Tom‘s latest book on ROI Return on Investment buying is The Frugalnomics Survival Guide – How to Use Your Unique Value to Market Better, Stand Out and Sell More

Sales Presentation Tips

Listen to past episodes on how to give a terrific sales demo today.