The 20–40% you are leaving on the table, itemised.
We have repriced two dozen B2B companies. The uplift lands between 20 and 40 percent, and it comes from the same four leaks every time.
Leak one: anchoring to a competitor's public page instead of your customer's alternative cost. Leak two: one plan doing the work of three, so your best customers pay your worst price. Leak three: discounts as reflex rather than exchange. Leak four: renewal as anniversary instead of event.
Nobody has ever churned because the invoice was too easy to understand.
None of these require courage so much as sequence — willingness-to-pay research first, packaging second, the price number last. Most firms do it backwards and wonder why the new number will not hold.
Raise prices badly and you churn logos. Raise them in this order and the quarter after looks like the chart on our services page — which is real, and audited.
