The Value Table framework

If buyers need to believe the value before they buy…why don't they trust ROI when we show it to them?

In Episode 5 of the Buyer Decision Series, Mark Stiving and Rebecca Kalogeris explore how to actually help buyers quantify value in a way they believe.

Because the real value conversation doesn't start with spreadsheets or ROI calculators — it starts by helping buyers connect their problems to measurable outcomes they already care about.

Discover how guiding buyers to use their own assumptions, their own numbers, and their own logic transforms value from something you claim… into something they trust — and why that trust is what ultimately increases the confidence needed to say yes.

Why you have to check out today's podcast:

• Discover why buyers don't trust ROI; even when your numbers are right and how this skepticism silently kills deals and drives unnecessary discounting
• Learn how to guide buyers to calculate value using their own numbers so the outcome feels credible, defensible, and worth paying for
• Master a simple framework to connect features to real business impact; turning vague problems into measurable results buyers can justify internally

Catch Up on the #BuyerDecisionSeries:

• Episode 1: Buying Is a Prediction of the Future
• Episode 2: Buyers Buy Futures, Not Features
• Episode 3: What Buyers Actually Pay For
• Episode 4: Why Buyers Can't Articulate Their Real Problems (And Why That Matters for Pricing)

"Buyers believe it more when they use their own numbers than when you tell them the answer."

— Mark Stiving

Topics Covered:

00:00 – Why Buyers Don't Trust ROI (Even When It's True). The core problem: telling buyers the value doesn't build confidence — it often creates skepticism.

01:30 – The Value Table: Turning Features into Business Impact. A simple framework — Feature → Problem → Result → KPI — to connect what you sell to what buyers actually care about.

03:30 – The Hardest Step: Defining the Real Problem. Why companies (not just buyers) struggle to articulate the problem — and how the "curse of knowledge" gets in the way.

05:00 – From KPIs to Money: Where Value Actually Comes From. How to link metrics like churn or productivity to real financial impact (cost savings or revenue growth).

06:30 – Step 2: How to Quantify Value in a Live Conversation. How to guide buyers through their own logic — starting from their problems and moving toward measurable outcomes.

08:00 – Let the Buyer Do the Math (And Why It Works). Why using their assumptions and their numbers makes the value more believable than any pitch.

09:30 – Why Smaller Numbers Increase Credibility. Using conservative estimates builds trust — and still leads to compelling value.

10:30 – Why ROI Calculators Backfire (and What to Do Instead). Big, polished numbers feel manipulative — buyers trust what they help build.

11:15 – The Real Goal: Build Confidence, Not Just Prove Value. Quantifying value isn't about proving ROI — it's about making buyers believe the decision is right.

Key Takeaways:

"When we can articulate problems to our buyers, they trust us more." — Mark Stiving

"If we could solve this problem for you, what do you think that's going to do for your employee turnover?" — Mark Stiving

"The buyer...once they've done the math and used their own numbers, they believe this way more than if you walked in and said, we're going to save you a million dollars." — Mark Stiving

"We show that we understand their business, which is key." — Rebecca Kalogeris

Connect with Rebecca Kalogeris:

• LinkedIn: https://www.linkedin.com/in/rebecca-kalogeris

Connect with Mark Stiving:

• LinkedIn: https://www.linkedin.com/in/stiving/
• Email: mark@impactpricing.com