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Estd 4.22.2023
Based on our SaaS pricing book, Price to Scale, you can determine if you’re losing deals primarily because of pricing by systematically gathering and analyzing feedback from your customers and sales teams. Here’s how:
• Direct Customer Feedback:
- Conduct structured win/loss interviews. Ask prospects explicitly what factor—pricing, product fit, or features—was decisive when they chose (or declined) your offer.
- Use surveys to capture willingness-to-pay (WTP) data and ask for feedback on your pricing tiers. As discussed in our book, a survey can reveal if the price range aligns with what your target segment is comfortable with.
• Sales Team Insights:
- Leverage detailed sales notes. Sales reps often capture customer objections that can reveal if the price is a dealbreaker.
- Regularly review pricing objections mentioned during the sales process. For example, if you consistently see comments about “negative discount rates” or hesitations about the price, that may indicate that pricing is a key hurdle.
• Analytical Feedback Tools:
- Consider running conjoint analyses to refine your offerings and associated pricing. This method helps map out the relationship between features, packaging, and the price point accepted by the market.
In summary, combining qualitative methods (like in-person or pitch+feedback sessions) with quantitative data (such as surveys and conjoint analysis) can clearly show whether pricing is the primary issue. If multiple channels point to price-based objections rather than product fit or missing features, it’s a strong indication that tweaking your pricing model could help improve win rates. This approach is central to the frameworks laid out in Price to Scale.