Don't Focus on the Software's Price-Tag, Focus on the ROI
An obvious question and subsequent discussion that comes up in this business is "How much does a software solution cost?" When a customer sees the price tag associated with any software purchase, there is an immediate, visceral, human reaction. The customer or company has most likely determined a specific budget for the new tool that's being considered, and even if that assessment hasn't been made with due diligence, there's some sort of ballpark number in most people's heads, or at least a limit, when they start to look at what's available. What often quickly gets lost is the return on investment of those solutions.