BUSINESS LESSONS

What was the most valuable lesson you learned about pricing?

One thing is that a higher price can give people confidence that it must be a better product. You’re often dealing with people in bigger companies who have been tasked to go and find a solution. And it’s the company’s money. Sometimes you can’t get in there with a low price point We learned that the hard way.

What new things are you experimenting with to try and drive business?

Webinars. We tried it first with high-value people. But now we’re bringing it down to the regular software-as-a-service level as well. We’re seeing a higher conversion rate from someone who’s on a webinar.

When, if ever, do you need to put on a shirt and tie like a conventional business person?

Companies are changing in terms of how they see software being sold and consumed. I don’t think it necessarily takes a shirt and tie. EDF Energy, a huge company, came to us. They came over here to the office, they brought a gang over.