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Estd 4.22.2023
When helping prospects make an apples-to-apples comparison, it’s essential to break down the bundled features into their underlying value components. In our book Price to Scale, we discuss two key strategies that can be applied here:
• Modular Approach: Rather than looking only at the headline price, decompose each plan into the individual capabilities or modules it offers. By attributing clear, quantifiable value to each module, you enable prospects to compare how much value they get in each category. For example, if your $100 plan includes a superior set of reporting features compared to a competitor’s plan, highlight that difference by assigning a value to those features.
• Good–Better–Best Packaging: This strategy frames your offerings in terms of tiers that match different customer needs. By doing so, you clarify the value components embedded in each tier. When competitors bundle features differently, this model helps prospects understand where your plan fits by clearly differentiating the benefits associated with each package.
In practice, you want to focus on the results or outcomes that each capability delivers rather than simply listing features. Help prospects quantify the return they can expect by comparing not just the cost, but the concrete benefits and targeted use cases. This makes the comparison straightforward even if the bundles differ.
In summary, by breaking down your plan’s features into discrete value drivers and positioning them within a clear tiered framework, you allow prospects to conduct a true apples-to-apples comparison based on the underlying outcomes. This approach, as outlined in Price to Scale, ensures that pricing discussions remain focused on the value delivered rather than just the sticker price.