Where does value fit in the sales funnel? How do you structure your value proposition? The value discussion is often the most difficult conversation for salespeople to have. They like to employ likability, authority, and trust. They can’t always wrap their heads around value. But value and ROI are the single most important things that procurement looks at, so you need to be able to communicate value effectively. Ian Campbell will share how to do just that in this episode of Negotiations Ninja. Outline of This Episode [1:26] Learn more about Ian Campbell [2:13] How value fits in the sales funnel [5:39] How to structure value in your funnel  [7:24] Definitions of benefits, MPB, ROI etc.  [10:37] Translating benefit(s) to ROI [16:57] Ian’s experience in the Ferrari Challenge series Connect with Ian Campbell The Value Sale: How to Prove ROI and Win More Deals Connect on LinkedIn Connect With Mark Follow Negotiations Ninja on Twitter: @NegotiationPod Connect with Mark on LinkedIn Follow Negotiations Ninja on LinkedIn Connect on Instagram: @NegotiationPod Subscribe to Negotiations Ninja