We loved this question from Cristian because Eric Bahn used to lead enterprise sales for his startups. Eric would always try to drive the first meeting to a single conclusion:  

By buying my software, your company will:

1. Make more money
2. Save you more money
3. Make AND save you more money

Ideally C. 😉

If I give you $1 and you return $3 back, $5 back, or even $10 back, it’s a no-brainer decision for me to buy your product.

Too many people overcomplicate enterprise sales. At the end of the day, if you convince someone that your software can make/save you more money, you’re going to get the sale.

And if you prove your results, you’re going to get retention which is actually where the real profitability is.