Walling: 100x pricing when enterprise buyers demand redlines and SSO
Rob Walling · Saas Companies that Anyone Can Start with Rob Walling · Jan 12, 2022 · at 58:16
Rob Walling, serial SaaS founder and TinySeed accelerator GP, explains why enterprise software pricing reflects procurement complexity rather than product quality differences.
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“The moment someone approaches you, a potential customer, and says, Cool. We like your software. We need to redline your terms of service, or we need to invoice with POs, or we need single sign-on, or we need a Salesforce integration, or we need, there's this whole list of things that instantly should trigger. You should pay about a hundred times more that your price should go up because the sheer headache of dealing with procurement and going through that process and the maintenance and all the, you know, the interaction, it's not that the software is better. It's that the time and the headache and the pain of making that sale and maintaining that customer is that's where it's at, right? That's where the money's spent.”
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