Having gathered evidence around a client's problem to be solved or result to be gained, sales people must then gather how this impacts the business of the organization. Without a quantifiable impact, the client may find it hard to see the real potential of a solution. There are two kinds of measures that will help you and the client discover the benefits and the size of the pay-off of a solution. "Peeling the onion" will help you dig deep to turn a soft measure into a hard one.