Pricing Power Is a Strategy, Not a Spreadsheet
Most mid-market firms underprice by habit, not by analysis. A four-step review that finds margin without losing the customers who matter.
By Daniel Whitmore, Partner, growth strategy , 1 min read
Most mid-market firms underprice by habit, not by analysis. A focused review usually finds margin without losing the customers who matter. Most mid-market firms underprice by habit, not by analysis. A four-step review that finds margin without losing the customers who matter.
A four-step pricing review
Segment customers by the value they get, compare price realised against list price, identify discounts that no longer have a reason and test a modest increase on new business first. Each step uses data most companies already have in their invoicing system.
Protect your best customers
Brief account managers before any change, give strategic customers notice and a clear rationale, and track win rates weekly for the first quarter. Price increases fail through poor communication far more often than through the number itself.
How we apply this with clients
In client work this usually becomes one priority on the quarterly plan, with a named owner and a measure the leadership team reviews every month. Our strategy partners start with a short diagnostic of where the business is today, then agree the smallest change that will make a visible difference within ninety days.
Key takeaways
- Compare realised price with list price by segment.
- Remove discounts that no longer have a reason.
- Brief the sales team before customers hear about changes.
Want to apply this in your business? Book a discovery call with a Maia Lafortezza partner.
Daniel Whitmore
Daniel Whitmore leads the firm's growth practice, covering pricing, sales organization design, partnerships and customer retention. Before joining in 2020 he spent more than a decade in B2B software sales leadership, building and running teams across Europe and North America, and later advised private-equity-backed companies on go-to-market plans. He is based in the London office and writes on pricing, founder-led sales and retention.
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