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Frameworks, core principles and top case studies for SaaS pricing, learnt and refined over 28+ years of SaaS-monetization experience.
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Based on the principles outlined in our pricing strategy book, Price to Scale, offering discounts in exchange for testimonials or case studies can be an effective tactic if structured thoughtfully. Here are some key considerations and recommendations drawn from the book:
• Value Exchange and Structured Commitments:
Our book emphasizes that any discount should come with clear strings attached. Instead of providing unilateral concessions, the discount should be tied to a concrete commitment from the customer—whether it’s a testimonial, a case study, or another form of added value. This ensures that the discount is justified by a mutual benefit.
• Segmentation and Tailored Offers:
Price to Scale advocates for segmenting your customer base and offering tailored benefits. For customers whose testimonials or case studies would offer high marketing value, a discount can be a part of an overall tailored offer. Ensure that the discount is sized appropriately by considering factors such as contract length or other commitments that balance the reduced price.
• Maintaining Perceived Value:
A key point discussed in our book is the importance of maintaining a clear value proposition. When discounting, whether it’s for testimonials or other commitments, it’s crucial to frame the discount as an upgrade in terms of partnership rather than a simple price cut. In this way, you preserve the premium positioning of your product.
• Practical Application:
Consider setting up a formal program where customers can agree to provide a case study or testimonial in exchange for a specific discount. Clearly outline the expectations (for example, the type of testimonial, timing, and any quality standards) to ensure that both parties benefit from the arrangement.
In summary, yes—offering a discount for testimonials or case studies is a viable strategy according to Price to Scale. However, make sure it’s structured as a mutual commitment and that the benefit to your business (in terms of marketing value and longer-term customer engagement) justifies the discount.