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Estd 4.22.2023
Based on our book, Price to Scale, an effective approach for testing enterprise pricing strategies combines both structured qualitative research and iterative scenario testing. Here’s what we recommend:
• Start with qualitative exploration:
– Use fixed trade-off screens or a series of probing questions to present straw-man pricing concepts to potential enterprise customers.
– This helps you gauge their reactions, understand price sensitivities, and ascertain which elements of your pricing model resonate most.
• Develop multiple scenarios:
– Rather than testing a single pricing structure, prepare several models (for example, differing in features, benefits, or even using modular pricing) to solicit comprehensive feedback.
– Walking prospects through different scenarios allows you not only to collect valuable insights but also to begin projecting how the market might respond on a larger scale.
• Iterate based on feedback:
– Use the insights gained from these initial tests to refine your approach before a full-scale launch.
– Testing iteratively ensures that by the time you operationalize the pricing strategy, it is well-calibrated to the enterprise market’s specific needs.
In summary, our saas pricing book, Price to Scale, advises that before committing to a broad rollout, you should actively test multiple pricing hypotheses with key customers, measure their responses, and adjust accordingly. This process ensures that your pricing strategy is not only theoretically sound, but also practically viable for the enterprise segment.