GTM Methodology
Value-Based Selling
Quantify ROI. Build Business Cases. Make Price Irrelevant.
Shift from features to financial outcomes. Lead with numbers. Speak the language of finance. Make the investment decision obvious.
Value-Based Selling shifts the conversation from "What does it cost?" to "What is it worth?"
Top performers quantify three types of value: 1. Hard savings (reduced costs, eliminated spend) 2. Revenue impact (increased sales, faster deals) 3. Risk reduction (avoided losses, compliance)
The goal: Make the ROI so obvious that price becomes a non-issue.
The Philosophy
Value-Based Selling transforms the conversation from cost to investment. Instead of defending price, you make the ROI so clear that the decision becomes obvious.
This methodology works because it speaks the language of business leaders. CFOs don't care about features—they care about financial impact. When you quantify value, you move from "sales conversation" to "business case."
Key Value Categories
- →Hard savings. Direct cost reduction, eliminated spend, efficiency gains.
- →Revenue impact. New revenue, faster sales cycles, increased conversion.
- →Risk reduction. Avoided losses, compliance, business continuity.
- →Strategic value. Competitive advantage, market position, optionality.
Key Metrics to Quantify
- →ROI %. Total return divided by investment.
- →Payback period. Months until value exceeds cost.
- →Annual value. Ongoing yearly benefit.
- →Cost of delay. What they lose each month they wait.
When to Use
Best For
- • Enterprise deals with CFO involvement
- • Price-sensitive negotiations
- • ROI-driven buyers
- • Building business cases for champions
Avoid When
- • Value is hard to quantify
- • Buyer cares more about vision than numbers
- • Early-stage discovery (need pain first)
- • Transactional low-stakes purchases
The Prompts
Cold Email
Write a cold email using Value-Based Selling methodology. Context: - Prospect: [NAME], [TITLE] at [COMPANY] - Their likely problem: [PAIN POINT] - Cost of the problem: [ANNUAL IMPACT - time, money, opportunity cost] - My product: [What you sell] - Typical ROI: [X% return or $X saved] Value-Based Selling Rules: - Lead with the cost of the problem, not features - Quantify everything possible (time, money, resources) - Speak the language of finance (ROI, payback period, NPV) - Reference similar companies and their results - Make the math obvious—they should be able to calculate ROI - Under 100 words. Dense with numbers. Tone: Analytical. Confident. Business-focused.
Discovery Call Questions
Generate Value-Based Selling discovery questions. Context: - Prospect company: [COMPANY] - Their likely problem: [PAIN POINT] - My solution: [WHAT YOU OFFER] - Typical value drivers: [WHERE CUSTOMERS SEE ROI] Value-Based Discovery Approach: - Quantify the current state (cost, time, resources) - Uncover hidden costs they haven't calculated - Understand their decision criteria and metrics - Build toward a business case collaboratively - Get them to state the value themselves Generate 6 questions that: 1. Quantify the current problem in dollars 2. Uncover hidden or adjacent costs 3. Understand how they measure success 4. Surface the cost of inaction 5. Identify who cares about these metrics 6. Set up the ROI conversation
Objection Handling
Handle this objection using Value-Based Selling methodology. The objection: [PASTE OBJECTION HERE] Context: - My product: [WHAT YOU SELL] - Typical ROI: [EXPECTED RETURN] - Payback period: [HOW LONG UNTIL VALUE EXCEEDS COST] Value-Based Response Framework: - Acknowledge the concern, then return to value - Reframe price as investment with quantified return - Compare to cost of inaction or alternatives - Use customer proof points with specific numbers - Build or reference a simple business case - End with a question about their value criteria Generate a response that makes the math irresistible.
LinkedIn Message
Write a LinkedIn message using Value-Based Selling methodology. Context: - Recipient: [NAME], [TITLE] - Their likely problem: [PAIN POINT] - Quantified impact: [COST OR TIME SAVINGS] - Proof point: [SIMILAR CUSTOMER RESULT] Value-Based LinkedIn Rules: - Lead with a specific number - Reference a similar company's result - Make the ROI calculation obvious - Ask about their metrics or goals - Under 50 words.
Business Case Builder
Build a value-based business case using this framework. Context: - Customer: [COMPANY NAME] - Problem: [WHAT THEY'RE TRYING TO SOLVE] - Current cost of problem: [ANNUAL IMPACT] - Our solution: [WHAT WE'RE PROPOSING] - Investment required: [PRICE] - Expected outcomes: [BENEFITS WITH METRICS] Business Case Framework: 1. Executive Summary (1-2 sentences with headline ROI) 2. Current State (quantified costs, inefficiencies) 3. Proposed Solution (what changes) 4. Expected Outcomes (quantified benefits by category) 5. Investment & ROI Calculation 6. Risk Mitigation (why this is safe) 7. Next Steps Generate a 200-word business case summary.
Example Output
Subject: $340K sitting on the table Sarah — Your team of 12 SDRs spends ~4 hours daily on research. That's 240 hours/week of fully-loaded salary ($85K avg) doing work that AI handles in minutes. The math: $340,000/year in research time that could go to actual selling. We helped Segment's SDR team reclaim 70% of that time. Pipeline per rep went up 40% in 90 days. Would a 15-minute call to see if similar results are realistic for Acme be worth it? — Marcus