Most value propositions are NOT value propositions...

💬 They are value messages.

👉 They don't become propositions until you ask for something.

Why does this matter for B2B marketers & founders?

💵 Solving for your Pricing Strategy 💵

Most B2B software companies HIDE their pricing.

↳ and it's usually a moving target.

By the end of the sales process, custom proposals are created that reflect what "they think" will work for the prospect.

They are essentially quantifying the collection of value messages that were supported.

This approach might yield the highest possible deal on an individual deal...

📛 But it creates a messaging problem

If different customers see different value in your product messages...

😱 What combination of messages do you put into the market?

↳ Some messages will target the higher perceived value customers.

↳ Some messages will be for the lower perceived value customers.

This creates divergence and confusion in your product messaging.

❌ And usually results in broader messages that don't resonate.

____

The example shown is for Notion — 

Their transparent pricing strategy enables them to dial in their product messaging to align on the perceived value of their target customers.

While there is no silver bullet...🤑 

Showing your prices turns your value messages into value propositions.And when this proposed trade is clear...

🧩 It is much easier to solve for your ideal pricing strategy.