# 3 Things Customers Want To Hear  - Sales Influence Podcast - SIP 603

Page: https://stenobird.com/podcast/sales-influence-podcast-912263/3-things-customers-want-to-hear-sales-influence-podcast-sip-603
Text version: https://stenobird.com/podcast/sales-influence-podcast-912263/3-things-customers-want-to-hear-sales-influence-podcast-sip-603.md
Podcast: [Sales Influence Podcast](https://stenobird.com/podcast/sales-influence-podcast-912263)
Published: 2025-11-24T23:00:00+00:00
Episode link: https://salesinfluence.libsyn.com/3-things-customers-want-to-hear-sales-influence-podcast-sip-603
Audio file: https://traffic.libsyn.com/secure/salesinfluence/3_things_customers_want_to_hear.m4a?dest-id=410017
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JSON: https://stenobird.com/v1/public/podcasts/sales-influence-podcast-912263/episodes/3-things-customers-want-to-hear-sales-influence-podcast-sip-603
Duration seconds: 587

## Resource

The "Sales Influence Podcast" hosted by Victor Antonio , focuses on key factors customers and investors consider before making a purchase or investment. Antonio draws on concepts from Matt Hannannah's book, Consultative Selling , to highlight a "new trinity" of questions that buyers want answered: how much the investment will cost (including money, time, and effort), how fast they will see a return of capital (the break-even point), and how often they will see a return on capital (the resulting profit). The podcast emphasizes the need for sales professionals to quantify this value to assist their "champions" in securing internal buy-in, offering a concrete example of calculating investment costs, break-even time, and long-term profit for an enterprise software solution.

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## Transcript

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