The most recent Customer Education University course, How to Build and Run a Strategic Customer Education Operation, is coming to an end, and students are finishing the final assessment and collecting their certificates of completion. Congratulations to all who completed the work. Among the many topics covered in the course, one of the most popular, judging on how much time we spent on it, was how to price training.
One of the top priorities of any early stage enterprise software company is to increase the size of deals being sold. This is especially true for companies selling multiple offerings including the core product and services. Call it deal size or average selling price (ASP), the point is to bundle multiple offerings together to offer more value to customers in a packaged deal. For example, when your sales team puts together a proposal, it could include the core product, custom implementation services, premium support, and yes, training. You can probably think of others.