Best Practice Report

Identifying Readiness for a Price Increase: Five Signals to Monitor

October 24th, 2018
Lisa Singer, VP, Research Director
Lisa Singer VP, Research Director

Summary

B2B product managers often miss or ignore critical signs that it’s time to increase an offering’s price. According to Forrester’s 2017 B2B Buying Study, an offering’s price is a top decision driver for only 12% of buyers; gaining value from an offering is a much more important decision driver. When a product provides an increase in value, most buyers are willing to pay more for it. In this report, we describe five signals that indicate product managers should consider a price increase as well as a series of questions that they should ask themselves to ensure that they correctly interpret each signal.

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