Answers · Enterprise deals
When should a startup bring up pricing with an enterprise buyer?
A team I worked with had a decision maker interested and sent her a six-slide deck. It went from features, to pricing, to security. We agreed that order was already wrong.
Think of that deck as the selling document that goes in front of the executive who decides whether to buy. It should say why their company needs to fix this problem. The executive doesn't care whose product it is. They want the problem solved.
Build the case for change first
We're not demonstrating software. We're helping the buyer build a case to make changes in the organization that will provide real business value.
No proposals into the void
The buyer asks for a demo and a proposal. We say yes, fast and eager. The moment we hand both over, we lose control of the deal. You want a proposal? Then we both know the next step isn't "think about it." It's a real conversation with the person who can fund the change, or an honest "this isn't a priority." See equal commitment.
"No budget" usually means no case yet
Most buyers don't have budget, until they see the cost of the old way. So stay curious, not pitchy. Compare keeping the old way, buying, and building it themselves. Look at time to value and opportunity cost. That's the C in SCALE, conversion economics.
Cutting the price doesn't fix a missing problem
There's a story I tell about a seller who talks about himself, shows objects that are about him, cuts the price, and asks them to buy anyway. They tell him to get out. He only gets in when he comes back with what they need. Read Are you hawking your shiny object?
Sell outcomes, not cheap. Fast and good, not the lowest price.
Ask the hard questions early
Ask the same question on the first call and again near the end, and you may get different answers. Early on there's no risk. Late in the deal, they're negotiating. Get the really hard questions out at the beginning.
Make the decision easy
If the buyer likes something about the other option, find a way to take it off the table. Never trash the other option. Every objection you remove makes the decision easier to make.
Common follow-ups
Should pricing be in the first deck I send an enterprise buyer?
Usually not. That deck should say why their company needs to fix the problem. In the deck we reviewed, going from features to pricing to security was already the wrong order.
What should I do when a buyer says they have no budget?
Stay curious. Most buyers don't have budget until they see the cost of the old way. Compare the old way, buying, and building it themselves.
Should I lower my price to win the first enterprise deal?
A lower price doesn't fix a next step that solves no problem they have. Sell outcomes, fast and good, not the lowest price.