You’ve put yourself in an enviable position as a salesperson. Over the course of several weeks or months you’ve worked hard to qualify a prospect, familiarize him with your product and build a relationship.

I recently spoke with the head of business development for a chemical engineering startup focused on helping the pharmaceutical, flavor, and fragrance industries reduce their carbon footprint.

You love your product—it’s been your baby from day one. You pour all your time, energy and money into building it. Sticking a price tag on this effort is harder in some ways: How do you put a number on all of your hard work and energy? How do you communicate enduring value with a dollar sign?

A lot of startups are hesitant to make their users pay early. After all, it’s the internet, right? "This is just an MVP, we need to build traction first, we're focused on growth, and …"

When we launched Bulk Email a little over 2 months ago, we initially launched it on our highest tier (Business) plan. We wanted to first test the new feature with a smaller audience and to gather feedback and work out any kinks. The feedback has been clear: it's a game changer!

Dare to charge more and then live up to the challenge. It’s not about becoming so affordable that everybody can get some value out of you. It’s about creating so much value that the right customers are happy to pay you a fair price in exchange.

Most SaaS founders want to increase their prices at one point or another but are afraid of customer backlash. If you are convinced that your product is underpriced, you need to find a way to act on that conviction.