Us industrial marketers have lots of logistical excuses reasons that we don’t post prices on our websites. I’ve made a valiant effort to discuss it here at B2Blog in the past. Software is a borderless, virtual product, so the bar is a bit lower. And if you are in a very new marketplace, there’s no legacy issues either. So maybe others didn’t notice this post by Steve Woods of Eloqua earlier this month Publicly Available Pricing: Theory and Practice:
“Last week we made the pricing for Eloqua’s software product packages public on our website for the first time: The starting prices range from $1450 to $10,000 per month, depending on the level selected. Just hearing this likely makes everyone who has ever been a field sales rep cringe. Won’t this blow up deals? What if an Enterprise buyer hears of an SMB buyer making a purchase at 1/10th the price? Won’t you be excluded from deals based on the price being seen as too high or too low?”
Yes, salespeople cringe–just read the comments on that posting.
People walk away from products they should really buy. But others bookmark the page and write up their proposal to their boss. Then they come back. And buy! Those that got away might have been too fickle or budget conscious anyway. Good job Eloqua!