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Selling With A “Net Cash Flow” Approach

By June 23, 2010July 15th, 2018Finance

This isn’t the first time you’ve read about The Universal Language of Business on this blog.  Doesn’t matter what they sell or what their SIC code is, ALL of your customers are in the money-making business.  All sales reps must therefore learn how to communicate effectively using Finance, the universal language.

And don’t tell me it’s too hard!  Part two of the Finance series, dealing with Net Cash Flow, involves nothing more than addition and subtraction.  Oh… along with a thorough understanding of the customer’s business operations.  Anyone care to debate the necessity of that?

Sell using a net cash flow analysis by laying out the value and costs of the “Before” and “After” scenarios and highlighting the differences between the two.  In this example, my opening value proposition would be something like:

The suggested changes to the project plan can return almost $500,000 to your budget over five years.

The story continues…  According the numbers you provided me, Mr. Customer, the cash flow for Department X is as shown by following chart.  It shows:

  • The value projected to be generated by Items 1, 2 and 3 for each of the next five years. (Cash Inflows)
  • The projected amounts to be spent to create that value (Cash Outflows)
  • And the net difference (Cash Flow Summary)

The return with your current plan is about $2.2 million.  Wow!  Pretty impressive.

Mary, Bill, Frank and I really dug through the current plan and concluded it was pretty darn bullet proof.  We did, however dig up a few items that could be done just a tad better.  You’ll need to invest a bit over $6 million as opposed to the planned $5.5 million, but I think you’ll agree it’s worth it.  First though, here’s what the revised budget value and costs would look like:

OK, now lets take a look at the 3rd chart, the net difference between the two scenarios.  As you can see, the total additional cash in pocket after five years is $486,000.

What customer wouldn’t get really, really interested in whatever the heck it is you’re selling when you dangle a half a million bucks out there?  Wouldn’t that be awful if you got stuck in long conversation with a decision making executive about business issues?

Grunt through the above numbers.  Understand them.  Try a Net Cash Flow Analysis with one with one of your customers.  Stay tuned for:

  • Part 3:  Cumulative Cash Flow & Payback (aka Break Even Point)
  • Part 4:  ROI
  • Part 5:  Net Present Value
  • Part 6:  IRR (Internal Rate of Return – The King of the numbers!)

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