Most business value assessments fail the CFO credibility test because they are built on vendor assumptions, not prospect data. Learn the four components of a BVA that survives executive scrutiny.

Most reps don’t fear selling — they fear the math. Chapter 4 helps every seller move past BVA anxiety with simple frameworks, practical language, and a live, collaborative approach that builds buyer trust. Learn why modest ROI wins, why confidence beats complexity, and how to guide—not impress—your buyer through the numbers.