Jason M. Lemkin explains why founders underprice their products and how to fix it. Raising prices substantially, like from $600 to $1,200 to $1,800, works for new customers. A good salesperson can justify adding a zero to your price, but imposter syndrome often stops founders from trying.
80% of founders.
600, 1200, and 1800.
And so have I. And so have 80% of founders. Not all, but it's a. I hate this term, but it's a feature, not a bug. Because as painful as it is, you can fix pricing later, at least for new customers. It's harder to fix it for grandfathered customers. Right. But for new customers, then just double it to 600 and 1200 and 1800. Like, it is. It's hard.
I think it's, like, rooted in, like, imposter syndrome of, like, I don't know if this is good enough. And. But then you talk to. If you talk to a good salesperson, you're like, dude, I.
Could just put.
A zero behind that.
I'll sell it. You know what I mean?
If you talk to a.
Good salesperson, can get it done.
