Em caso de dúvida, é subir o preço

Uma mensagem que não podia deixar de partilhar "When in doubt, raise your product’s price to improve your business". Sim, eu sei que não é novidade aqui no blogue, é a mensagem de Marn e Rosiello e Dolan e Simon que serve de base ao Evangelho do Valor.
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Acho sempre interessante arranjar exemplos concretos, com nomes e tudo, que ajudam a suportar a tese do Evangelho do Valor:

"Turns out low price software is easy to buy — and easy to leave. Our churn was pretty bad. When the customer isn’t invested in the product financially, they’re not invested mentally, either. This one thing doesn’t work the way I would like… I’ll just take my business elsewhere.
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Pursuing the lowest price point for your product is a race to the bottom. It also cripples your ability to grow:
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"Making real money as a business changes a lot of things. More revenue allows you to build a real business where you have the resources to invest in things like better support and new features." (Moi ici: Desencadeia-se uma reacção auto-catalítica, desde que se continue atento ao que é valor para os clientes e outros elementos do ecossistema da procura)
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Our total number of customers immediately began falling; fewer people signed up while our churn rate remained the same. In spite of that, our revenue went up — significantly so for the first time in a year.
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Let me restate that: with the same amount of churn and fewer signups, we made more money. Most surprisingly: in the first month of our new pricing plans, we receive more signups at our top price point than we did at the lowest."

A sua empresa não é tecnológica? E qual é o problema? A lição aplica-se na mesma, o Evangelho do Valor continua válido!!!
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A matemática é potente:

"Just one of those higher-price customers is the equivalent of 25 previous customers — and it takes us much less effort to make one customer happy, versus twenty five. Will we grow more slowly? Yes. Will our growth be more stable? Absolutely."