Is it useful to include a competitor comparison matrix on your pricing page or website, or is it better to keep that in sales collateral? I’m thinking about a chart to show how we offer more value even if our price is higher.

Based on the insights from our pricing strategy book, Price to Scale, here’s our take:

• Direct website placement versus sales collateral
While a competitor comparison matrix can be a powerful tool to show why your product offers more value—even if it comes at a premium—placing it directly on your pricing page requires careful consideration. When pricing is published on your website, it forces broad comparisons by all visitors (including competitors), which might dilute your value messages if not contextualized properly. For companies with complex, enterprise-focused selling where customization and intricate value propositions are important, it’s often more effective to reserve detailed competitor comparisons for tailored sales collateral. This approach allows your sales team to offer context and address concerns directly, ensuring that prospects understand the nuances behind why your solution commands a higher price.

• Advantages of using it in sales collateral
Including a comparison chart in sales materials offers flexibility. The sales team can dynamically highlight your strengths, discuss unique benefits, and adjust the discussion based on the prospect’s industry or needs. This ensures that your “more value” story is communicated clearly without immediately opening the door to direct online comparisons that can skew perception.

• When it might work on your website
If you operate in a high-velocity, transactional market, where buying decisions are more straightforward, a well-designed and concise competitor matrix on your site can offer clarity by quickly positioning your product’s superior value. Ensure that the matrix is clear, focused, and minimizes potential misinterpretation.

Summary:
Our guidance in Price to Scale emphasizes that a competitor comparison matrix is useful if used in the right context. For nuanced, high-value enterprise deals, keeping it in sales collateral allows for a more contextual and supportive discussion. Conversely, in more transactional environments, a simplified version on your pricing page might work—if you’re confident that it clearly communicates your unique value without diluting your pricing strategy.

In essence, tailor where and how you use such comparisons based on your overall GTM strategy and customer engagement model.