Brian Kaskavalciyan explains how pricing shifted from copying competitors to selling value. An in-house service team lets you promise 10-15 years of support, which justifies higher prices. COVID forced companies to own their finances as a leadership function.
So pricing strategy then has gone from what the competition's doing and price strategy to what now, value-based selling?
Yeah, it's always been value-based. However, things are changing so rapidly, and I mean, COVID was just the destroyer of all things, and you need to be on it. The financial seat of our business is more than a full-time job, and with us changing that, it makes us better owners, it makes us better leaders, and it gets buy-in from our employees, but it also gives us the confidence that what we're selling we can actually give. So when we say we're going to be here 10, 15 years from now to be able to provide you with the services that we're selling, we wholeheartedly, confidently know that we're going to be able to do that because we have an in-house service team. So I think that you need to justify it. It's not that you're making it rain for— but there's a value that we add, and if we do not ask for the prices that we do. And you know what, Brian, we're still not the highest, you know. Someone tells me there's room. No, I'm only kidding.
There's room.
