A founder I worked with had a pricing problem. At least he thought so.
The product was good. Customers liked it. But deals kept stalling. He cut the price twice. They still stalled.
When we dug in, the problem wasn't the price. Prospects didn't understand what they were buying. The sales team was selling features. Customers heard complexity.
They didn't need a lower price. They needed a clearer offer. One sentence. One outcome. One number.
Three months later: same product, higher price, shorter sales cycle.
When deals stall, the first reflex is to cut the price. But price is almost never the real problem. It's usually the last thing you should touch, and the first thing people reach for.