Write a business case in B2B sales with AI

Writing a business case for a B2B deal or partnership equips you to sell your solution more successfully to your champion and the overall buying center. It helps you to effectively equip your champion with the right information to sell your product or service internally to other stakeholders.

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What is a business case in B2B sales?

A business case is a document that clearly states key information and goals for the deal or partnership.

The business case demonstrates the value proposition of your product or service, articulating the return on investment (ROI) for prospective clients, and detailing the strategic alignment with the client’s needs and objectives.

As B2B sales becomes more complex, more competitive and deals therefore more complicated to close, a business case can become your differentiating factor to align all stakeholders. Especially those stakeholders that are not deeply involved in the deal or partnership are now able to easily grasp the benefits and value you are providing to them. On top of that, it is a tool to differentiate yourself from the competition.

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Why is it important to use a business case in B2B sales?

The business case becomes an essential resource throughout a deal or partnership to always refer back to while reminding stakeholders of the importance and value of your product or solution in their specific situation or for their specific use case.

As it clearly outlines and states the benefits of working with you, you should always create a business case as a seller, so you can guide your buyers into the right direction and to a successful closing.

Throughout longer sales cycles, new stakeholders leave or join a deal and the business case allows you to easily align everyone on the key information and benefits at speed. It simplifies how you align everyone at any point throughout the buying journey.

Highlighting the top priorities keeps everyone on the same page why the deal or partnership is important and what challenges are addressed and ultimately solved.

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How do you create a business case?

A business case always follows a similar type of a framework but there is a level of customisation based on your solution or product and based on the customer you are dealing with. Use some of the following information to create a well functioning business case.

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1. Executive Summary

Start with a clear and concise executive summary that provides a snapshot of the main points of the business case. Include the business problem, the proposed solution, and the expected benefits.

2. Problem Statement

Define the problem that your product or service aims to solve. Be specific about the pain points of your target audience and how these challenges impact their business operations.

3. Proposed Solution

Detail your proposed solution, explaining how it addresses the problem stated. Highlight the features and functionalities of your product or service that make it unique and valuable to the potential client.

4. Customer Success Stories

Showcase testimonials, case studies, or success stories from similar clients who have benefited from your solution. This adds credibility and illustrates the practical impact of your offering.

5. Financial Projections

Provide a clear ROI analysis that outlines the cost savings or revenue enhancements that the client can expect. Use data and metrics to support your claims, and consider offering different scenarios (e.g., conservative, expected, and optimistic projections).

6. Implementation Plan

Describe the steps involved in implementing your solution, including timelines, milestones, and required resources. This shows that you have a clear, executable plan that minimizes risks.

7. Risk Assessment and Mitigation Strategies

Identify potential risks associated with the implementation and ongoing use of your solution and provide strategies to mitigate these risks. This reassures the client that you are prepared to handle challenges.

8. Conclusion and Call to Action

Conclude with a strong summary of the benefits and a clear call to action. Encourage the client to take the next step, whether it's arranging a meeting, signing a pilot project, or proceeding with a full-scale rollout.

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Additional Tips:

• Customization: Tailor the business case to reflect the specific needs and circumstances of each potential client.
• Clear, Concise, and Focused: Ensure the document is easy to read and avoid unnecessary jargon or overly technical language.
• Visual Elements: Use charts, graphs, and visuals to make the business case more engaging and easier to understand, if possible.

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Creating a well-rounded business case requires thorough research and understanding of your client's industry and specific challenges. It's about making a compelling argument for why your solution not only solves a problem but is also the best choice among alternatives.

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How long does it take to write a business case?

Typically, writing a basic business case might take anywhere from a few hours to a few days.

For efficiency, it’s beneficial to maintain a template or framework for business cases in your organization, which can be customized for different clients or products. This approach streamlines the process and ensures consistency across all business cases.

Even though every deal or partnership follows a process, there are unique information to process and to understand in order to sell successfully. Compiling this information can take a lot of time and oftentimes causes reps a huge headache.

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Writing a business case in B2B sales with Along

Breaking down the process of writing a business case in B2B sales into 3 main factors is a good way to understand how simple it becomes using Along. As the #1 Buyer Engagement Platform, we enable you to literally create business cases in seconds or minutes depending on how complex or custom you approach them.

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1. Simplifying the process of visualising information for a business case in B2B sales with AI

With Along, you are able to process the data easily by adding your demo, qualification or scoping call script into an Alongspace that auto-generates a business case for you. Our AI enhanced Buyer Engagement Platform processes the data based on pre-defined settings to break it down into a beautifully drafted business case.

Your business cases will be polished automatically over time, the more business cases you create. The system learns from your input and it also gives you recommendations in how to optimise your business cases.

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2. Analyse buyer engagement to optimise your business cases for B2B sales

Every buyer interaction is tracked and visualised on a timeline, so that you can get a deep understanding of the buying journey. Alongspaces function as a deal co-pilot, the engagement summaries and recommendations with the Along brain make it instantly actionable to optimise your business cases.

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3. Create templates or playbooks to make the creation of business cases seamless

Use Along to create consistency across your sales process for all reps. Work with templates to set a standard that allows you to increase efficiency and to make your organisation more scalable.

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Are you interested to find out more?

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