Averages kill (or how to sell business process simulation)

At one time or another we have all faced the doubters who wonder why they need to use simulation. We have wowed our potential clients with animation, left them in awe at our grasp on statistics, and preached on soapboxes to the multitudes about why they must hire us. More often than not, especially with new clients, we are turned away. This paper presents an approach to selling simulation to the doubters by letting them sell and convince themselves that they need simulation.