ideo communication because it can increase the number of contacts between marketing and engineering and reduce travel expense by $76,000. Travel savings will pay for all costs related to video communication within fourteen months. It is better to say: We recommend the purchase of video communication. It can increase the number of contacts between the marketing group in Georgia and the engineering group in Minnesota by 30% (80 additional group contacts per year) while improving productivity by 22% (38 trips eliminated with each representing 10 hours of lost productive time). This will allow the firm to accelerate the introduction of product X by nine months, and represent anticipated revenues of $78,000 per month. In The Business Case addition, the tool will reduce travel expense by 12% ($76,000). Travel savings will pay for all costs related to video communication (capital and operational) within fourteen months, and the firm can expect ongoing savings of (approximately $50,000 annually. SELLING A RECOMMENDATION Some video communication sales require little effort on the part of the IT professional, as follows: A senior-level project sponsor understands, and is ready to defend, the need for video communication It is easy to articulate how the organization will apply the technology to solve one or more business problems because the company has evolved to the point that managers perceive the value of such strategic investments. However, most cases are more challenging. Often mid-level managers perceive an application and a need for video communication, but key decision-makers remain unconvinced. In such an instance, familiarization through trials and demonstrations can prove a critical step in the justification process. In all cases, it is better to use video communication to support actual business meetings rather than to use canned demonstrations. One should test everything and conduct at least one dry run before going live-resolve lighting and audio issues, and become familiar with the management software and ad