Is it better to publicly advertise special pricing (e.g., for nonprofits, students, or startups) or handle those situations one-on-one as they come up, to avoid everyone asking for an exception?

Based on our pricing strategy book, Price to Scale, it’s generally preferable to handle special pricing situations on a one-on-one basis rather than publicly advertising them. Here’s why:

• Tailored Offers: Our book emphasizes the importance of segmenting your customer base and creating tailored pricing options for different cohorts. This allows you to be proactive and creative in offering alternatives without setting a blanket expectation that any similar customer can opt for the same deal.

• Maintaining Control: Publicly advertising special pricing can invite widespread requests for exceptions. By handling these discussions individually, you can better manage the terms—perhaps by offering an upgrade, bundled add-on, or a discount that comes with specific strings—in a way that aligns with your overall strategic pricing objectives (as discussed on page 245 of Price to Scale).

• Avoiding a “Race to the Bottom”: One-on-one negotiations help prevent the scenario where every prospect expects a special rate simply because they saw a public offer. This not only preserves the value of your standard pricing tiers but also reinforces the idea that discounts are strategic and situational, not a default option.

In summary, while it might seem simpler to advertise special rates for nonprofits, students, or startups, our book suggests that a segmented and tailored approach—handled individually—is more sustainable and effective in maintaining overall pricing integrity.