When ROI Is Sexy But Doesn't Make Sense

HEY THERE SEXY

I was meeting with a vendor the other day.

He was pitching me on his services.

He had worked out the costs.

He had worked out the effort.

And, he had worked out the ROI (return on investment).

But here’s the thing…

It didn’t make sense.

Sure it sold well.

ROI for the win!

But that’s where the problem lies.

WHEN SOMEONE SELLS TO YOU ON ROI IT APPEALS TO YOUR LOGIC

And so, strange as it may seem.

You get lured into the logic.

You begin thinking things like…

If I buy this product/service - I’ll save X money

If I buy this product/service - I’ll get X more customers

And once you’re hooked…

You’ll buy.

You’ll sign on that dotted line.

The problem then comes when you don’t save money or get more clients.

Then you get disillusioned and begin the whole shopping cycle all over again.

A PROMISE VERSUS A GUARANTEE

It’s funny how our brains work.

It’s funny how we sell ourselves ideas.

The more appealing the pitch.

The more likely we are to buy.

Business owners like ROI.

But real ROI is hard to come by.

At least without some hard work.

And even then -- ROI is more of a promise than a guarantee.

In the end.

I wasn’t sold on the ROI.

It was sexy.

But didn’t make sense.

And that’s enough for me.

Sure there are times when ROI is black and white.

When ROI drives decisions.

But when you put an ROI on an intangible.

It’s a non-starter.