Bill Wilson is the CEO of Pace Pricing and a seasoned expert in B2B SaaS pricing, having coached over 400 companies to refine their monetization strategies. We spoke about the art and science of pricing, unpacking how it’s less about picking a number and more about aligning with customer value. From overcoming founders’ pricing anxieties to crafting effective packaging models like good, better, best, Bill shared actionable insights grounded in data and customer understanding.
The conversation illuminated why pricing is a powerful growth lever. Bill emphasized, “Pricing isn’t about how much you charge, it’s about how you charge,” highlighting the need to focus on packaging and value delivery over arbitrary price points. For SaaS founders hesitant to tweak pricing, especially for existing customers, he offered a clear path forward: use data to build confidence. “The best way to build confidence in your pricing is through data,” he said, advocating for analyzing customer usage, segmentation, and jobs-to-be-done to create a pricing strategy that feels natural and defensible.
We explored various pricing models—good, better, best, use-case-based, and platform-plus-extensions—and their fit for different customer sophistication levels. Bill cautioned against over-relying on per-user pricing, noting, “Per user is a bit dangerous… we are essentially tying our product to our customer’s most expensive resource, which is hiring a new person.” Instead, he championed hybrid value metrics, like the number of appointments in a booking software case study, which led to a 25-30% ARR increase for one client.
What stood out most was Bill’s practical, step-by-step approach to pricing projects: start with subscription and usage data, talk to customers, map jobs-to-be-done, test pricing sensitivity, and validate with both existing and new customers. His advice to “use the data you have” and avoid chasing perfect information was a refreshing nudge to action. For founders stuck in pricing paralysis, Bill’s message is clear: “When it’s done, every founder I’ve ever worked with has always said it was worth it.”
Key Takeaways:
Bill’s insights are a masterclass in turning pricing from a nerve-wracking gamble into a strategic asset. Whether you’re a SaaS founder or a pricing enthusiast, this episode offers a blueprint to “install good pricing practice” and unlock growth.
