AI Pricing: New Costs, Old Rules.
Six pricing lessons from the episode.
One price for every country left money on the table
A mobile app company charged one price in every country. AI suggested a different price for each country, and in a three-month test, revenue almost doubled and conversion tripled.
When the business changes, the price has to change too
Many companies add AI but keep charging per user or per channel, and Marcos calls that dangerous. Buyers pay more when you lower their risk, because they're buying confidence.
AI gives software a real cost every time it's used
Apart from storage, software rarely had a cost that grew with use. With AI, every use costs the company money, and Bill says most token pricing has nothing to do with value.
Swapping a sales rep for AI can cost you the deal
A prospect hung up on an AI sales call and became more likely to talk to a competitor that had a human rep. Stephen says once the first call breaks trust, it's hard to win it back.
Charging per user gets harder as AI does the work
When AI handles the conversations, customers need fewer user licences, so revenue tied to users shrinks. Chris's company is looking at charging per lead, call or conversation.
Charging for results is the next step, with real risk
With outcome-based pricing, the customer pays when the result is delivered, not for access. If it isn't delivered, revenue can drop to almost nothing, so legal terms must catch up.
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