Should SaaS companies publish their pricing?

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JASON LEMKIN

If you aren’t sure — then yes.

Transparent pricing has many advantages. It makes the sales process simpler. It allows prospects and leads to do more discovery work on their own. And it places you app in pricing context with other apps.

But … transparent pricing almost always leaves money on the table, especially in bigger deals.

So as you scale, as you grow, and as you add a more upmarket sales team, you may go less transparent. At the potential cost of some friction in the sales process, especially for smaller and mid-market deals. (Big customers will always expect to negotiate pricing, so adding transparency there in the end provides fairly few benefits).

But 9.5 times out of 10, at least start with transparent, published pricing. It takes one less piece of friction out of your sales process. In the early days, the last thing you need is more friction.

A bit more here: The Confounding Logic of Discounting – SaaStr

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Published on September 5, 2017
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