This document provides guidance for communicating value to frugal buyers. It discusses: 1) Frugal buyers need bottom-line proof prior to purchase, such as benefits estimations, ROI/TCO analyses, and value stories. 2) Not providing this value-focused information can result in up to 40% discounting, longer sales cycles, and lost deals. 3) Tools like benefits estimators, value stories, and ROI/TCO analyses help sales reps quantify the costs of doing nothing and the value of a solution in bottom-line terms frugal buyers require.