“Have you ever reflected on how to make your price list an asset to shorten your sales process?” I asked one a member of my CEO mastermind program last week.

I challenged him during our monthly 1-to-1 as we prepared an important topic for his next board meeting.

“What do you mean?” he asked.

“Well, is your pricelist just a formality, or does it make the total offering irresistible?” I replied

𝗛𝗲𝗿𝗲’𝘀 𝘁𝗵𝗲 𝘁𝗵𝗶𝗻𝗴

The typical way we treat our pricelist is like a list of ‘what’ we offer – and put a price on it, and most of the time, that’s a per-user/ per month model.

I’ve been responsible for pricing at Unit4 and have seen all the variants. It’s super predictable. There’s no surprise factor.

So what if we’d break that pattern – and turn it into something that gives that final push to make buying a no-brainer?

And I don’t mean making it cheaper. I mean making it more valuable. Irresistibly valuable.

• Instead of creating a three-flavor model that’s typically named Lite / Professional / Enterprise – name each pricelist around the desirable transformations your customers long for.
• Instead of pricing the features – price the to-be-expected outcomes.
• Instead of stating their limitations, why not state your guarantees with each model?

And I can go on like this.

Make your pricelist all about what’s going on in the mind of your customers

• What they buy is outcomes and the guarantees, not your features
• What stops them from buying are the risks they see – address that
• They want choice – give them three options, each one more irresistible than the other.

I guarantee you – they’ll notice and reward you for it even if you’re 2x the price of the nearest competitor.

In their mind, your competitors will be the most expensive/risky option.

𝗠𝘆 𝗾𝘂𝗲𝘀𝘁𝗶𝗼𝗻 𝗳𝗼𝗿 𝘆𝗼𝘂 𝘁𝗼 𝗿𝗲𝗳𝗹𝗲𝗰𝘁 𝘂𝗽𝗼𝗻

Is your current SaaS pricelist an attractor or a detractor in the deal? What if you’d change that?

 

Be Remarkable – be different.

 

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