Help Your Customers Budget for Your Products or Services
Stefan Tornquist, Research Director for MarketingSherpa, recently discussed the need for pricing by prospective B2B customers. He said “Pricing is the #1 item of interest prospects are looking for, but can’t find, when they are researching new solutions. If you don’t provide it, someone else will.”
Think about it. Have you ever made a decision to purchase an expensive item without considering early in the process the initial cost? Most organizations have a formal budget process that must be followed before large capital purchases can be made. Serious end-users need to have an idea if what you are selling will fit into their organizations budget before they decide to research it. If they know they have a $100K limit and they can easily find out your solution is only $75K, then you have a strong opportunity with that prospect.
This is important because in the current business climate many companies are only budgeting, not buying. They are planning for the future when business picks up. When it does, they will have well thought out plans and their associated costs available to begin executing. As marketers, we are always looking for what the customer needs, and right now he needs budgetary pricing in addition to all the whiz bang features your product or service offers. Figure out a way to use the need for budgetary pricing to engage your prospective customers. If you don’t, they will simply do their own research on the web and find a rough price for your products themselves.
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