Talk about pricing with your customers at the beginning of the cycle as an aspect of educating them, rather than avoiding the topic and leaving it to sales, writes Meghan Keaney Anderson. Pricing best practices include clear, simplified disclosures on websites, with the value proposition highlighted. Carefully explain pricing tiers and be prepared to answer follow-up questions -- remembering that if one person asks, many others are likely considering the same issue. Reassure the buyer with case studies and testimonials, and be sure to make price presentations easy to e-mail to other decision-makers.
Published in Brief: