The tier nobody buys is doing most of the pricing work

The top of your price list may sell almost nothing and still be the most commercially productive line on the page. Removing it is rarely free.

By Steve 5 min read
Abstract bridge artwork for The tier nobody buys is doing most of the pricing work

Somewhere in most price lists there is a tier that almost nobody buys. It appears in the deck, it has a delivery specification behind it, someone has to be able to describe it, and it converts at a rate that looks like rounding error. Sooner or later it comes up in a margin review, and the logic is hard to argue with: it costs attention, it complicates the sales conversation, and it does not sell. So it goes. The following quarter, average deal value drifts down and discount depth drifts…

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