Not just for Web Apps, this is Marketing 101; people buy from you and they aren't buying features!
I got this email from the President of a SaaS company today:
"I purchased your videos on SasS Price Page and am listening to it with our staff and I wanted to know if there is a version of this that would apply to Business to Government companies like ours."
My answer to him - to which he replied "Thank you very much for the very fast turn around to my question. It's very good advice, thank you again!" - was:
"I don't have a version of the video series that is specific to B2G scenarios. However, the same rules apply when selling to the government as to commercial entities or even consumers; you are selling to human beings. The people in the government that make buying decisions have certain motivations for making those decisions. They need a problem solved, a way to take advantage of an opportunity, etc.
You need to position your offering in a way that makes them think of you at the right time and in the right way. You need to make sure that they see the value in what you are offering, that you clearly articulate your value proposition - the WIIFT or What's In It For Them - so they will choose you over the competing products.
For you, this might mean extending that value messaging far beyond the pricing page, perhaps to different channels like the Apps.gov GSA "cloud" software store. Don't just get your stuff listed there - though that is step 1 - use what you'll learn in those videos to help position your product in a value-based way no matter how /where your clients see it. Pricing Page, Apps.gov, brochures, trade shows, etc.
Keep WIIFT in mind and have a clear understanding not only of their willingness to pay based on their value perception but also of their ABILITY to pay and how they'll pay (i.e. only being able to order through Apps.gov and only paying through a PO/Invoicing system not credit cards) and you should do quite well.
Good luck!"
Whether you are selling to Commercial Businesses in a traditional B2B scenario, selling to non-profits, schools, universities, or even the US Federal government, the Pricing Page Success Formula can help you ensure your Value Proposition aligns with the Value Perception of the customer.
I've put together a 5 Hour video series - the Pricing Page Success Formula - to simplify the process of designing and understanding what a Pricing Page really is. I want to help you get the most out of your Pricing Page and grow your Recurring Revenue.
For a limited time you can get the Pricing Page Success Formula video series - with content on Value Pricing, Pricing Page Design, and even Price Testing - for an introductory price of ONLY $297.
Go get this amazing video series for only $297 right now. It is up to you to take your business to the next level... get the videos and let me help you.
Now go change the world and make some money in the process!
- Lincoln
(@lincolnmurphy on Twitter)