8 out of 10 “pricing problems” aren’t actually pricing problems. They’re:
🧲 Marketing problems
– You’re trying to be everything to everyone — no clear ICP, no sharp segmentation, so you attract price-sensitive buyers.
– When your message speaks to a crowd, it resonates with no one, and you end up negotiating with the wrong leads
🧪 Product design problems
– You're bundling everything, even things the customer doesn’t care about.
– Your good/better/best tiers confuse more than they convert
🗣️ Value communication problems
– Buyers don’t pay more when they don’t see what makes you different.
– You’re talking features when you should be telling value stories
🧩 Sales & deal-making problems
– Procurement asks for 10% off and your team says yes, instantly.
– No defined walk-away point, no negotiation strategy = margin leakage
🏛️ Cultural problems
– Your team’s proud to be ‘customer-centric’—but it's code for 'never push back'.
– Discounting is seen as helpful, not harmful — and it’s costing millions
If you're under price pressure, don’t search for solutions in the symptoms.
Peel it back. Layer by layer.
That’s what any pricing initiative should be about:
- How do we get better prices for the value we deliver?
- And what do we need to fix to get there?
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