πŸ”† Making your customers 'High Five' AND pay a premium?

TL;DR – Convenience is one of the most underutilized levers in premium SaaS pricing

An ingredient that’s very effective in making customers happily pay a premium but hardly utilized in B2B SaaS: Convenience

When we think of convenience in SaaS, we often move toward self-service and the perception of ‘cheaper options.’Β 

That might be true in the low end of the market, but here the incentive is different: It’s about scale for you, not necessarily value for them.

Imagine you’d sell an enterprise SaaS solution to businesses around the world.Β 

The average deal size is well over $100K ARR, with a growing number of deals that cross the $250K ARR bar.Β 

It’s sophisticated technology that requires integration with many applications in the tech stack of your customers.Β 

Consequently, the typical implementation cycle is 6-9 months, sometimes well over a year. It’s the norm in the market.

What if you could offer the same solution, guaranteeing that a customer will go live in less than four weeks – or even less than one day?Β 

What story would that tell your customers? What value would that bring them?

The convenience of:

  • avoiding the 1000s of hours of effort
  • avoiding the risks of everything that can go wrong
  • avoiding the delay in getting value from their investment

There are many ways you can differentiate with ‘convenience.’

  • By shrinking the time to value – like Stargazr is doing in Manufacturing
  • By focusing on what customers WON’T have to do anymore, as Paddle doesΒ 
  • By eliminating the need for proof of concept – like Senzing invested in during the pandemic
  • By linking customers to a dedicated expert to ensure maximized impact – as SALESmanago does

The feeling of luxury this gives your customers has a magic effect on them to opt for you – instead of the alternatives. Done well, it makes your offer irresistible.Β 

Question for you to reflect upon

What convenience could you offer that would spark a ‘high-five’ amongst your customers?

Β 

Be Remarkable

 

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About the author

Sales Pitch

Ton Dobbe is a former B2B software product marketer who's on a mission to save mission-driven SaaS CEOs from the stress of 'not enough' traction. He's the author of The Remarkable Effect, the host of the Tech-Entrepreneur on a Mission podcast, and writes a daily newsletter on the secrets to mastering predictable traction.