Jason M. LemkinCEO, SaaStr · Co-Founder of SaaStr AI, SaaStr Fund, Adobe Sign

How Positioning as a Premium Provider Can Increase Your Business Revenue

17 Jul 2024 · 1 min

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A speaker (Jason M. Lemkin) argues that proactively positioning as a premium, higher-priced provider yields better outcomes because of customer psychology. He states that being explicit about premium status leads to "getting more," but notes this can conflict with different customer-acquisition motions depending on the segment targeted. The excerpt focuses on the strategic tradeoffs of premium positioning in go-to-market tactics.

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I've actually benefited from being positioned as the higher priced vendor. And the logic or what I attribute that to, is the psychology behind proactively positioning as the premium provider in this space. And like with that, you actually get more. We are the premium provider and I have to be explicit about that. But I think these things are almost conflicting with one another depending on the motion that you use to acquire customers in the segment that you are going after.