Most sales reps dread the BVA. It sounds like finance. It feels like friction. But the truth is, reps who run effective Business Value Assessments win bigger, close faster, and build stronger internal champions. Spotlight the BVA is your rep-first guide to demystifying the value conversation—without the spreadsheet anxiety. Learn how to lead discovery, frame ROI credibly, and turn insight into revenue. No MBA required. Just curiosity, confidence, and this guide.