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“Thanks for the Lecture on Price”
The largest contract Computer Intelligence had ever sold came down to one meeting. I was leading sales and marketing for Ziff-Davis’s research businesses, and on the other side of the table was the president of a large enterprise software company. We gave a long presentation, slide after slide breaking down the pricing. When we finished, he looked at us and said, “Thanks for the lecture on price. Perhaps we can now have a discussion about value.”
We had presented the price as if it were the value. Software companies and services firms still make that mistake every day, and the market has…
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