Buying an expensive and complex mix of goods and services must be considered as an investment decision. To get a good return on this investment is a natural expectation of the buyer. Buyers typically have multiple decision options including buying different versions, using different financing and paying solutions, invest the money somewhere else, or not buying anything.

The salesman must understand the buyer’s financial goals and constraints, how he measures financial success, how his key indicators are related to each other. He has to demonstrate the recommended investment financial value to the buyer, compare it with the value of alternative investments, must help and advise the buyer in making financial calculations and comparisons. He must be able to answer questions of expected financial benefits and risks.

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