Three Types of B2B Value: Lower Costs and Reduced Risk

Lower costs and reduced risk are the other two forms of value in B2B transactions. Cutting costs is appealing to CFOs and COOs as it directly impacts the company's bottom line. For instance, by using Zoom instead of traveling for sales calls, a company could save $10,000 per salesperson in travel expenses, resulting in $250,000 in savings for 25 salespeople, which translates to pure profit. On the other hand, reduced risk is harder to sell as it is intangible. However, it can still be valuable to certain companies, especially in fields like cybersecurity. In the example given, using Zoom to monitor and coach salespeople can reduce the risk of violating regulations by half, potentially saving the company $12,500.