When Buyers know the problem but continue to stick with their familiar but inefficient methods, it’s time to bring out your Value Selling toolkit. They are unaware or don’t readily understand the material gains they can make at an meaningful level of granularity. Value selling is the metric(s) of improvement and articulated in the context of the Buyer.

Also look out for those Buyers (or Users) who take pride in managing those inefficient methods well and would like to build a status quo. In those cases, Value selling needs to be coupled with a picture of how the old method is sabotaging their career progression is a potent motivator.