How can we help them use the estimation heuristic to our advantage?

The fact is that when people are making decisions on behalf of a group, they instinctively want to make a decision that gives their organization the best possible ROI. They'll even buy something more expensive and complex if they're convinced it's the best choice for their company. How can we help them use the estimation heuristic to our advantage? First, every proposal should include calculations and graphic displays of ROI, total cost of ownership, payback period, productivity improvements, speed of delivery, or other measures of gain. Second, provide your decision maker with case studies that show how other customers got big rewards from selecting your products or services. Quantify the impact your solutions had for those customers whenever possible.