May 13, 2025
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3 min
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:
If you’ve ever justified “keeping prices low for the customer,” you may be nurturing relationships at the expense of your bottom line.
We’ve heard all the classic pricing pushback:
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.
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:
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.
Let’s shine a light on three surprisingly common areas where even savvy companies leave money on the table:
Legacy customers getting yesterday’s price for today’s enhanced product? That’s a loyalty tax you pay.
You spent time and budget innovating, but launched it at bargain-bin prices? That’s an R&D write-off in disguise.
If your sales team caves on price before considering value or scope, you’re sacrificing long-term profitability for short-term wins.
Getting pricing power back isn’t about strong-arming your customers. It’s about confidently articulating your value and standing behind it.
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?
They didn’t lose customers—they gained respect. And revenue.
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.
Underpricing isn’t humility—it’s a strategic misstep. Value is what you create. Pricing is how you claim it. So, don’t believe the myths. Don’t hand your pricing strategy over to fear or inertia. And definitely don’t let your sales team write the pricing playbook solo (love them, but… no).
If your value’s grown but your pricing hasn’t, it’s time to make the change. Raise the price, raise the bar—and watch your revenue rise to meet it.
Revenue growth is coming. Are you ready for takeoff? We are.