Price objections are related to the customer’s perception of the value of the solution and their ability

or willingness to pay for it. Return on investment (ROI) is a measure of the value that the solution

provides in relation to its cost. If the customer is concerned about ROI, it means they are not

convinced that the solution is worth the price or that they can afford it. The sales representative

should addressthis objection by demonstrating the value proposition of the solution, highlighting the

benefits and outcomes that the customer can expect, and showing how the solution can help the

customer achieve their goals and solve their problems. The sales representative should also explore

the customer’s budget and decision-making process, and offer flexible payment options or discounts

if possible. Reference: Certification - Sales Representative - Trailhead, [Sales Rep Training: Create

Effective Selling Habits - Trailhead]