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Estd 4.22.2023
Based on the insights in our pricing strategy book, Price to Scale, getting targeted feedback from key customers can be very valuable—but it needs to be executed as a carefully managed, discreet project.
Here are a few key points to consider:
• When done correctly, a controlled beta test or private feedback round allows you to iterate on and fine-tune your pricing. In our book, we emphasize an iterative process where even modest price adjustments are validated with customer feedback and churn data, ensuring that changes support both growth and customer retention.
• The book also warns about the risks of alarming customers prematurely. If pricing trials are too public, you risk triggering demands for similar deals among your broader customer base or even cannibalizing higher-margin plans. Therefore, it’s vital to structure these tests as a limited, confidential initiative targeted at a select group.
• Finally, using this approach as an internal project—separate from broader market communications—helps you manage both internal and customer expectations. For example, when approaching key accounts, be sure to clearly communicate that these discussions are part of a controlled experiment aimed at continually optimizing your offerings.
In summary, as discussed in Price to Scale, involving key customers in a beta test of new pricing can be wise if it’s done confidentially, iteratively, and with a clear strategy to prevent broader market alarm. This approach not only helps refine your pricing model but also minimizes the risk of unintended customer churn.