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A potential customer reaches out to your account or customer service team to inquire about your product or service. After discussing the features and benefits, the conversation often shifts to pricing. Your sales team prefers the term “cost” because it sounds more appealing and justifies the impressive features and benefits highlighted on your website and in your sales literature.
However, complex and convoluted pricing structures can often deter customers. They want clarity from the beginning. How much will they spend, and what value will they receive in return? I have never sold or offered the “cheapest” or “lowest priced” service or