At its core, selling is about helping prospects understand whether or not there is a good business case for buying your product and, if so, helping them navigate the buying process. Our focus here will be on the former; helping prospects evaluate the business case for using your product.

There are three steps to this process:

1. Work with the prospect to uncover the relevant business issues (challenges or opportunities)
2. Determine the full scope and implications of those issues
3. Quantify the collective impact of those issues and implications in monetary terms

One and two form the foundation of good discovery, and are summarized well here. What I’d like to focus on today is 3; How to get prospects to quantify their business issues in monetary terms.