Jason M. Lemkin warns that long-term customers who discover others paid less for the same service will feel betrayed and leave. He advises treating every customer as if they already know what competitors pay, since they will compare notes at conferences anyway.
How would a customer that invested in you, that spent years of their lifetimes your champion, deploying you across hundreds or thousands of employees, work so hard for you? Did a webinar for you, did case studies for you? Then they found out a company just like them paid half. It destroys your relationship with your customer. So discount how you want. Be transparent if you can. But whatever you do, pretend. Act as if every customer knows what each other customer pays. And remember, once you start having customer conferences and things like that, they'll talk. They'll talk in the hallway, they'll talk on Zoom, they'll talk.
