Emphasize Return on Investment, not Costs

One of the easiest traps to fall into is to discuss the how's and why's of a proposed implementation plan to the extent of forgetting about the benefits.

Instead of saying that a proposed venture to increase sales of a $100 product will cost $8,000.00, for example, tell the prospect that "sales of just 80 units will replace out-of-pocket costs--and then show how the proposed project will create those 80 sales, i.e.

* 30 sales from __________________.

* 15 sales from _________________

* 35 sales from _________________

This emphasize puts your proposal into an entirely new perspective.