Pricing Your Value: Stop Leaving Money on the Table

Let’s cut to it: most mid-market companies are undercharging—and it’s costing them more than they think. It’s not just about thinner margins; it’s about missed opportunities, muted innovation, and shrinking enterprise value. At BlueByrd, we like to say underpricing isn’t just a mistake—it’s irresponsible.

Why? Because when you undervalue your offering:

• You can’t capitalize on R&D investments
• You stifle your ability to reinvest in your team and operations
• You deflate your company’s perceived (and actual) market value
  

If you’ve ever justified “keeping prices low for the customer,” you may be nurturing relationships at the expense of your bottom line.

The Fear of Raising Prices Is Real—But Often Unfounded

We’ve heard all the classic pricing pushback:

• “If we raise prices, we’ll scare off all our customers!”
• “We sell a commodity—there’s no room to charge more.”
• “Our competitors will just undercut us.”
• “It’s not fair to our loyal clients.”
  

Sound familiar? These objections are understandable—but they’re usually based on fear, not fact. In reality, customers are willing to pay more when the value is crystal clear. What they won’t tolerate is paying anything for something they don’t understand.

Also Read: Are You Leaving Money on the Table? Boost Profits Today

Pricing Without Strategy Is a Leak in Your Revenue Engine

Pricing isn’t just a number—it’s a statement of value, a reflection of your brand, and a lever for growth. So why do so many companies treat it like an afterthought?

Let’s break down the common models:

• Cost-Plus (Finance-owned): Ensures margins, but ignores market demand and perceived value.
• Market-Based (Sales-owned): Prioritizes deals over dollars—sales teams often offer discounts to win.
• Value-Based (Marketing-owned): Tied to what the customer believes your offering is worth. This is where pricing becomes strategic and powerful.

Spoiler: the most profitable pricing model isn’t a spreadsheet guess or a competitor copycat—it’s value-based. That’s where strategy lives. And where BlueByrd thrives.

Where You’re Losing Pricing Power (and Don’t Even Know It)

Let’s shine a light on three surprisingly common areas where even savvy companies leave money on the table:

1. Grandfathered Pricing

Legacy customers getting yesterday’s price for today’s enhanced product? That’s a loyalty tax you pay.

2. Underpricing New Offerings

You spent time and budget innovating, but launched it at bargain-bin prices? That’s an R&D write-off in disguise.

3. Ineffective Negotiations

If your sales team caves on price before considering value or scope, you’re sacrificing long-term profitability for short-term wins.

Also Read: The Hidden Costs of Free: Why "Free" Can Be Expensive

Regain Control—Strategically

Getting pricing power back isn’t about strong-arming your customers. It’s about confidently articulating your value and standing behind it.

Launch New Products the Smart Way

• Do your market research—what do your customers really value?
• Analyze your competitors—where do you stand out?
• Train your team to communicate differentiation.
• Start high and discount with intentionality, not desperation.
  

Negotiate with Strategy

• Concede on scope before price—value-based trade-offs win respect.
• Equip your sales team to handle objections before they happen.
• Bonus: Incentivize based on profitability, not just revenue. Because margin matters.
  

From Undervalued to In-Demand

One BlueByrd client in the industrial tech sector had been pricing based on what competitors charged, despite delivering significantly higher value.

We repositioned their offering, clarified differentiation, and implemented value-based pricing across new proposals. The result?

• A 22% increase in average deal size
• Improved profit margins across the board
• Higher client satisfaction (yes, really—people respect premium brands)
  

They didn’t lose customers—they gained respect. And revenue.

Ready to Price for Profit?

If your pricing strategy is stuck in “cost-plus” mode, it’s time to rethink. BlueByrd can help you unlock your true value, craft a pricing strategy that supports growth, and build the revenue engine you were always meant to have.

Also Read: Demand and Lead Generation Strategies | BlueByrd Marketing