Diligence your buyer's actual buying incentives
C-level price discovery is not the end-all-be-all. Learn about the actual buyer's needs and consider them in your pricing conversations, too.
Today I learned that we can’t assume that C-level executives in charge and the actual buyer of software for their BU are the same person or that they have aligned buying incentives.
The C-levels were excited by consumption-based pricing to keep their overall OPEX down. The actual buyer of the software wanted seat-based pricing to understand and manage costs in relation to headcount for hiring/planning purposes.
The team pivoted to a seat-based structure with “add ons” and consumption buckets and started closing deals in one call after snapping to the buyer’s incentive versus the executive’s incentive.