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Figure Figure 3 Go-to-market & pricing

The reference set

The second column is the one nobody keeps: the options that never became a deal: doing nothing, building it, extending a tool already owned. Those set the band the price has to sit in.

A worksheet for the last five won and five lost deals: what else the buyer was weighing, including the options that never became a deal, what each of those costs, and where the offer sat in that set.THE DEALFive won, fivelost.WHAT ELSE WAS ON THE LISTIncluding do nothing, build it, extend atool, hire someone.WHAT THAT OPTIONCOSTSTheir number, not yours.WHERE WE SATTop, middle, bottom.Five won and five lost. Consistent answers are your price band. Inconsistent answers across ten deals are apositioning problem wearing a pricing problem, and the number will not fix it.
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Reference & Evidence

Source: Author's own worksheet.

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