When selling high-ticket services, don't raise prices incrementally. Instead, make a significant jump (e.g., from $3,800 to $8,000). If it doesn't sell, you've gained valuable market data and can simply re-price the next cohort. The upside of finding a new price ceiling far outweighs the risk of a single failed launch.

Product marketers often struggle to prove direct ROI. By influencing pricing strategy, they can make a tangible and measurable impact on revenue and ARR. Pricing is a form of value communication—a core PMM competency—making it a natural area for them to lead and demonstrate their contribution to the bottom line.

Instead of a cost-plus model, Baer justified her high fees by framing them as a bargain against a client's ongoing monthly mortgage. This value-based pricing positioned her service as an investment that saved clients money by selling their homes faster.

Instead of asking for a budget, which can feel confrontational, state a typical investment range for your solution. This anchors the price, makes the conversation less awkward, and positions you as a transparent consultant by asking where they fall within that range based on their research.

The fear of charging for your expertise can be overcome with a simple mental model: be fully prepared to refund the money if you feel you didn't deliver sufficient value. This removes the pressure of perfection and reframes the transaction around genuine value exchange, empowering you to start monetizing.

Selling a small, cheap "land" deal to an enterprise customer is dangerous. When you try to expand, they will question the 10x price jump, making it nearly indefensible. Start with a price ($75k-$150k) that reflects enterprise value to avoid being trapped by a low initial anchor.

Use gross margin as a quick filter for a new business idea. A low margin often indicates a lack of differentiation or true value-add. If a customer won't pay a premium, it suggests they have alternatives and you're competing in a commoditized space, facing inevitable margin compression.

The way a price is presented alters a consumer's emotional response, even if the total cost is identical. Breaking a large sum into smaller installments, like Klarna does, makes it feel more manageable and less intimidating, thus boosting sales.

Instead of hiding price until the end of the sales cycle, be transparent from the start. Acknowledge if your solution is at the high end of the market and provide a realistic price range based on their environment. This allows you to quickly qualify out buyers with misaligned budgets, saving your most valuable asset: time.