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Welcome to the latest post in our Content on Matik series. In this series, we will be taking a look at some of the innovative ways Matik customers have used data-driven storytelling to create compelling content, and build better relationships with their customers.
Meet the Pricing Slides.
Pricing Slides are slides that show your customer what their options are for purchasing your product, and how selecting a preferred package can help them maximize their investment.
These slides are often part of a larger business case, and therefore preceded by a tailored conversation around the value of your product. By the time you get to the pricing slides, you should have already talked through the hard numbers and ROI of your product, specific to your customer’s needs and situation.
The value of Pricing Slides is threefold.
First, creating these slides will force you to really think through the pricing structure you are proposing, and tailor it to your customer.
Two, the slides lay all of the numbers out in front of your customer in an easily digestible way, and give them a visual aid to the conversation that’s happening live.
And three, these slides provide structure and transparency that help you lead a successful conversation and potentially, negotiation, with your customer.
Pricing Slides should only come into play after you’ve already built a business case and demonstrated your value to your customer. Once you’re ready to share them, you can create 1 or 2 slides to add to a larger business case or pricing proposal presentation.
These slides should start with a clear header that tells the customer what they’re about to see.
Let’s say you have two pricing slides. The first has a header that says “Pricing and discount by number of users,” and the second says “Pricing and discount by contract length.”
Under the header on both slides, give a brief, one-sentence description of what the customer will receive with this purchase. Do they get unlimited usage, or is there a ceiling to how much their users can access your product? Do they get onboarding support? How about a dedicated account manager? Call those things out here.
Below the sub-headers on both slides, insert a table or some other visual that illustrates the price breakdown to your customer.
Let’s take the first slide, “Pricing and discount by number of users,” as an example.
The table here should include Monthly Cost per user, Annual Cost per user, the Total Annual Contract Value, and any Discounts as rows. As columns, give your customer 2-3 options for number of users - let’s say 20 users and 60 users. The table should then show the costs, annual contract value, and discounts for both of these user options.
The second slide should do the same thing, but broken down by contract length instead of number of users, and should show the customer what value they’d get for a 1-year contract versus a 2-year contract, for example. On this second slide, show your customer the costs based on the number of users you’d prefer them to select from the previous slide (in this example, you’d likely want them to select the larger 60-user deal, so show them what a 1-year and 2-year deal looks like for 60 users).
Keep it clean, simple, and short, and leave plenty of time for your customer to digest the information, ask questions, and talk through the numbers in front of them. If done well, these slides can provide clarity and inspire trust, and help you kick off a successful relationship with your new customer.
Pricing Slides show your customer what their options are for purchasing your product, and how selecting a preferred package can help them maximize their investment.