The Math Behind Customer Pain: Stop Describing, Start Quantifying
Customer conversations
Written by: Andrea Grodnitzky, Chief Marketing Officer
Published: October 19, 2026
What's Inside
Turn customer pain into a compelling business case for change.
Customers may recognise they have a problem, but that doesn't mean they understand what it's costing them—or why they need to act now.
In this white paper, Andrea Grodnitzky, Chief Marketing Officer at Richardson Sales Performance, explores how sellers can use the cost of inaction (COI) and return on investment (ROI) to quantify customer pain, create urgency, and build confidence in purchasing decisions.
What you'll learn:
- Why calculating the cost of inaction is essential to moving buyers off the status quo.
- How to quantify customer pain and uncover the financial impact of delaying a decision.
- How to combine COI and ROI to build a stronger, more defensible business case.