Should we include perks like priority support or a dedicated account manager only in the top tier, and do benefits like that actually entice a meaningful number of upgrades?

Below is the answer based on insights from our pricing strategy book, Price to Scale:

• The book emphasizes that tiered pricing should be aligned with specific customer needs. Including perks such as priority support or a dedicated account manager in the top tier can be effective if these benefits are especially valued by your highest-value or most demanding customers.

• In our book we explain that for a successful pricing upgrade, it’s crucial to segment your customer base. Not every customer will value high-touch support equally. For some, these extras are a significant reason to upgrade; for others, the cost may outweigh the perceived benefit.

• The strategy should involve a detailed analysis of how much value your top-tier customers attach to these services. In some cases, offering such benefits exclusively in the highest tier helps clearly differentiate the package and drives meaningful upgrades. However, the book also warns that overly expensive add-on models can sometimes preclude the upsell if customers do not see a proportional benefit.

• A practical takeaway is to experiment with a structured upsell menu—one that clearly shows the added value (like priority support or an account manager) and is tailored to meet the needs of those customers who require more hands-on service. This could involve piloting the exclusive top-tier benefits or even offering them as optional add-ons, depending on direct customer feedback.

In summary, our book Price to Scale advises that placing such perks in the top tier can indeed entice a meaningful number of upgrades if executed thoughtfully through customer segmentation and clear value demonstration.