19 June 2026
Marketing Strategy
Why You Should Stop Pricing Your Product Around ROI
Pitching your product as a multiple on ROI quietly takes credit for everything the business built before you turned up. Experienced operators notice, and it costs you the deal.
Gerard explains why ROI-led positioning backfires, and what to do instead: price against ROI privately if you like, but point your messaging at the specific value drivers and let the prospect do the maths in their own head.
People buy decisions they own. Walk them up to the conclusion; do not stamp it on the deck for them.