Both Loome and VOX-Digital started working with us in the same situation: no name, no brand, no pricing model. In both cases we had to build pricing from scratch — and that is precisely the piece most often left for last.
That's a mistake. Across 50+ projects over 2 years we've seen this: price is not a label you slap on once the product is ready. In IT, attention usually goes to the product — code, features, design — and price gets set in a rush once everything else is done. In reality, price is the position that first decides how the customer sees you. The wrong price undoes even the best advertising.
Price is a position, not a cost
Most people arrive at price with a single formula: take the cost and add a margin. The hidden flaw in that formula is that it completely ignores the product's value to the customer. In B2B and IT, this approach turns you into the cheapest player on the field — because the customer now compares you on price alone.
The right question is different: how much value does the product deliver to the customer? If an ERP system saves tens of thousands of dollars a year or grows revenue, its price should follow from that value, not from cost. Price is the first statement a product makes about itself: a low price reads as a “cheap solution,” while a serious price reads as a serious partner.
On top of that, a complex product like ERP, SaaS, or AI cannot be sold with a single ad — the customer first has to understand the product, then trust it. In B2B this decision often stretches to 2–6 months, and throughout that time the buyer is evaluating you. If the price signals “cheap,” all the trust built over those months can collapse on a single number. Price is not a random figure — it is one of the four pillars of the classic 4P framework in marketing strategy (Price), on equal footing with product, place, and promotion. Pushing it to the end is the same as forgetting one of the four pillars entirely.
Packages: a single price doesn't sell
On a page with a single price, the customer is left with only two answers: yes or no. Put up several plans, and the question changes — from “should I buy?” to “which one should I buy?”
That's why, instead of a single price, you offer several plans. The classic solution is a tiered package: a low, a middle, and a high level. Each is for a different audience: the cautious buyer starts at the bottom, the serious customer picks the middle, the large customer takes the top. As a result, you move the customer's choice away from you-versus-a-competitor and into choosing among your own options — and that is already a win.
The anchor price: why you need the most expensive plan
Of three plans, the most expensive one often doesn't sell much — but you still need it. Its job is different: it is the anchor.
People judge price in relative terms, not absolute ones. With a high anchor plan sitting next to it, the middle package looks not “expensive” but “reasonable.” Many customers ultimately choose exactly that middle package — it feels the safest, the “golden mean.” Remove the top plan, and the middle one now becomes the most expensive, and sales drop. That's why the anchor plan is a deliberately placed reference point, not an accident.
What sets the plans apart
The most common mistake is separating plans by discount alone: the same thing, only cheaper. This lowers the value and always pushes the customer toward the lowest plan.
The right way is to separate plans by capability: the scope of functionality, the level of service, response speed, the number of integrations. At Loome we worked in exactly this order: first a product audit assessing the existing functionality, then proposals for additional functionality, and only after that the prices, plans, and packages. The plans were built precisely on these functional differences — each tier has to show the customer clearly why they're paying more, otherwise they'll pick the cheapest one.
Why price is set at the start
In IT the usual order is reversed: first the product, then the advertising, and price somewhere at the end. As a result, a random price gets slapped on a great product, and the advertising budget spreads that mistake.
At VOX-Digital and Loome we built pricing at the same time as the brand and the sales system, before any traffic started. At VOX-Digital the entire chain — the name, the brand, the pricing model, SMM, performance, and the sales system — was raised at once. The reason is simple: when the brand and the sales system are built at the same time, the moment a lead arrives, the system that receives it at the right price is already in place. If the price is wrong, every incoming lead passes through that mistake. Advertising doesn't fix a wrong price — it only turns it into money faster.
Conclusion
Price is not the last detail added to a product; it's the first tool that sells it. Packages give the customer a choice, the anchor plan steers that choice, and a value-based price takes you out of the cheap game.
So build your pricing model before the advertising. A well-built plan raises conversion with no extra budget — because it explains to the customer not how much they pay, but why they pay.