.png)
Estd 4.22.2023
Below is a concise answer based on the insights from our saas pricing book, Price to Scale:
• Yes, you can use competitors’ pricing in sales conversations—but the key is to use neutral, fact-based comparisons. Rather than badmouthing your competitor, focus on highlighting the hidden costs or limitations they might be subject to. For example, if a competitor’s lower sticker price comes with extra fees, less robust support, or other trade-offs, mention these factors as part of a transparent total cost-of-ownership discussion.
• Our book encourages using these comparisons as a way to pivot the conversation toward the overall value your solution provides. The idea is to help prospects see that while the headline price might look appealing elsewhere, when you break down the complete picture—much like what we describe in Price to Scale—they will understand why your pricing model, which scales value with the customer’s needs, is ultimately more beneficial.
• A smart approach is to:
- Present hard numbers or specific examples of hidden fees and service limitations.
- Frame the conversation around value: Emphasize how your solution’s pricing aligns with measurable benefits and a transparent cost structure.
- Remain respectful: Acknowledge that every company has different pricing strategies rather than making personal or disparaging remarks about competitors.
In summary, bringing up competitors’ pricing can be effective if it is handled with transparency and a focus on the true value delivered to customers. This balanced approach not only reinforces your product’s strengths but also builds trust with your prospects.