4 Reasons Why Your Pricing Page Should Have a Contact Sales Button

February 9, 2024
Regardless of your SaaS pricing strategy, successful pricing pages play a critical role in not only helping potential customers understand the cost of your product but also in communicating your product's value and capabilities.

Many B2B SaaS businesses, however, miss out on selling to enterprise customers simply because they lack an effective pricing page that can convey that their product is enterprise-ready. In this article, we'll explore some of the top reasons why you might want to consider including a Contact Sales or Contact Us button in your SaaS pricing page design to ensure, while keeping in mind pricing page best practices and the core concepts of good SaaS pricing page design.

Unsure if you’re really ready to make the leap to enterprise yet? Take a read here first to help you make the decision

1. The best pricing pages do more than just attract users

It might seem like the first priority for a page like this is to, well, incur signups – and don’t get us wrong, that’s definitely one of the main goals. But well-designed SaaS pricing pages go beyond simply showing a pricing table or pricing tiers and listing out the features you offer in the hopes that folks sign up. A good SaaS pricing page also serves as a powerful communication tool that conveys your product's value and capabilities to potential customers upmarket who aren't interested in your base-level tiers anyways. We're talking about the elusive Enterprise Customers.

A Contact Sales button is a sign that enterprise customers look for when assessing potential vendors. Having this button on your pricing is like turning the neon “Open” sign on in your shop window, letting buyers know you’re ready to do business.
Signal enterprise readiness
By including an action button for prospective leads to reach out to a sales team, usually a Contact Sales or Contact Us button or even just a sales email, you’re effectively signaling to enterprise customers that your product can meet their unique needs, even if those needs are not explicitly listed on the pricing page. In other words, this tells those big-ticket customers that this isn’t your first rodeo, and you’re ready for (or already in) the big leagues. This subtle signal can then encourage those larger leads to reach out and engage with your sales team, opening up opportunities for dialogue and potential sales.

In essence, an action button (also called a CTA button) geared toward enterprise customers serves as a bridge between the landing page and your sales team, enabling you to communicate your product's value and capabilities more effectively and capture the interest of enterprise customers who might otherwise be deterred by the absence of specific enterprise-focused features or options.

2. Aligning product price and value: Custom pricing plans for diverse customer segments

To state the obvious: including a Contact Sales button on your pricing page in addition to whatever public pricing you have means by definition that you’re playing in both the PLG (self-serve) and enterprise (sales-led) sales motions. This is a great leap to make when your product is ready for it by giving your product the chance to reach effectively across diverse customer segments.

This is where to pay attention: your small customers and potential enterprise ones may derive very different types of values out of your product, and even different parts of your product or ways it can be leveraged. This is where the value alignment comes in.
Different customers receive different value
This is basically our motto at Wingback: no two customer segments get the same value out of your product. For example, a large enterprise customer may generate 20x the value from your product compared to a smaller customer due to their larger user base, higher volume of transactions, or more complex use cases.

So, by offering a Contact Sales button, you open yourself up to the opportunity to create custom pricing plans for each enterprise customer, something that can accurately reflect this specific value they get out of your product, and how you’ll cater to their unique needs.

This personalization can lead to increased customer satisfaction and loyalty, as well as a higher likelihood of upsells and expansions in the future.
An advantage in differentiation
Additionally, offering custom pricing plans through a Contact Sales button can help differentiate you from competitors — and remember, there will almost always be more than one vendor vying for this deal given that most large organizations will be engaging in an RFP or procurement process involving multiple stakeholders. So amid several candidates they can go with, a custom pricing plan is a chance to showcase the value you provide and help your product stand out.

3. Catering to different buyer preferences: Meeting the needs of enterprise customers who prefer sales interactions

While product-led growth (PLG) is ultra-popular for many good reasons (it’s on demand, and many customers prefer not to speak with a sales rep), you also need to recognize that some customers, especially those in larger enterprises, do want the opportunity to speak with a salesperson to learn more about a solution.

These customers often have unique requirements, complex use cases, and high expectations that cannot be adequately addressed through a self-service model alone. In addition, they may need to liaise this information back to other teams, decision-makers and stakeholders, so they need documentation and detailed info on their requirements to be able to convey this.
Don't miss out on sales opportunities
By including a Contact Sales button on your pricing page, you cater to the preferences of these enterprise customers, ensuring that you don't miss out on potential sales opportunities. This approach allows you to offer a more personalized and consultative sales experience, which can be particularly valuable for enterprise customers who require a deeper understanding of your product's capabilities and potential fit with their organization.
Give your sales team the opportunity to shine
Offering a Contact Sales button also provides an opportunity for your sales team to showcase their expertise and knowledge, building the trust and credibility with potential customers that a self-signup tier simply can’t accomplish. Enterprise customers often have a higher level of scrutiny and more stringent decision-making processes, and a knowledgeable, credible sales rep can help guide them through these processes and address any concerns or objections that may arise.
Encourage customer feedback
A Contact Sales button can also serve as an important touchpoint for gathering valuable customer insights and feedback. Engaging in direct conversations with enterprise customers can help your sales teams glean more insights on their needs, pain points, and priorities. This can help inform your product development, marketing, and sales strategies, ultimately leading to a more successful and customer-centric business — and hopefully, more big-ticket sales.
Ensure customer retention, reduce churn risk & upsell
With these big ticket customers, you want to ensure you’re doing everything you can to make these contracts go well and get renewed, or ideally, even expanded. Many customers who want to engage with a sales team from the get-go also naturally prefer to talk with a real human and get on-demand support and handholding whenever they have a question or issue with your product. By providing a Contact Sales button, you signal that you have these support systems in place, and help assure those customers who want the premium white glove experience that you can meet this need.

4. Enhancing your company's image and perception: Demonstrating maturity and readiness for enterprise customers

We’ve implied this at various points above, but to spell it out, including a Contact Sales button on your pricing page can help improve your company's image and perception, making your product appear mature and capable of handling enterprise-level customers.

This is particularly important for growing B2B SaaS startups that are already well-equipped to serve these clients, but are not effectively communicating or signaling this to potential customers and so are missing out on those opportunities.

It becomes even more critical for those B2B SaaS startups that may be newer on the scene, lesser known among their field or industry, where these potential customers may not have heard of your company or product before.  Similar to having well-known customer logos, testimonials and other proof points, the Contact Sales button acts as a green flag to customers that you’re a legitimate contender and you’re ready to serve their needs.
Counteract potential misconceptions
A Contact Sales button can also help address any doubts or concerns that enterprise customers may have about your product's suitability for their organization. Some examples of how we've seen this play out:
Product Viability for Enterprise
For example, if an enterprise customer does not see key features they're looking for like SSO or dedicated customer support listed on your public-facing tiers, they may rightly assume that your product or startup is not geared towards enterprises. Without a clear indication that there’s more to your product than what they see on the public pricing plans, a prospective enterprise customer may simply keep moving without ever booking a call or contacting your sales team to learn more. A Contact Sales button can help dispel these assumptions and encourage enterprise customers to reach out and explore how your product can benefit their organization.
Gatekeeping the good stuff
The one exception to the "straightforward and transparent" rules about pricing page design is that when it comes to enterprise features, it's okay and often even beneficial to gate-keep that information a bit to create some mystery. Using the highest "tier" as a Contact Us button suggests that your product may have additional features and capabilities up its sleeve that aren't listed elsewhere; in other words, you may have enterprise-only or premium offerings that they can only access by exploring the possibility of becoming a customer, prompting them to reach out and learn more.
Boost your image
Lastly, the inclusion of a Contact Sales button can demonstrate your commitment to providing excellent customer service and support, which as we discussed above, is often a key consideration for enterprise customers when evaluating potential vendors. Having it here can help assuage any concerns that your startups is "too early" and boost your general image and brand.

Beware: Don’t place a bet if you can’t back it up…

All of these things we’ve discussed here only work if you’re actually ready and able to provide those high standards of service that an enterprise customer expects. If you don’t actually have the mechanisms in place to support enterprise sales, don’t turn it on yet.

Installing a Contact Sales button without the chops to make good on it is like putting poker chips on a bad hand and being terrible at bluffing. It’s all going to fall apart. Whereas it may be tempting to simply slap the Contact Sales button on your site and see what happens, chances are, big companies will have dedicated people who are assigned to procurement and tool evaluation, and they’re used to this high standard of sales process, including RPFs, quotes/proposals, multiple rounds of interviews with stakeholders, legal negotiation and contract terms, and more.

If you aren’t set up for that yet, you could be shooting yourself in the foot: the lead requests more info, and if you don’t have a fine-tuned, best-practice process already set up, you’ll likely be signaling to that customer that you’re actually not in their league yet, and you don’t have your act together. Best case scenario, you lose the deal immediately; worst case scenario, you lose the deal and they tell their industry mates not to bother working with you.

Some critical things you’ll need to have in place to support enterprise sales (and more on this here):
Product Readiness
This is obvious and it’s really square 0 of the equation: Does it have the additional security checkpoints and compliances that large organizations require?
Assuming you met the first bar: can your product be configured or used in a way that makes it uniquely valuable for these big customers beyond your standard tiered offerings? If you don’t have a way to configure your product yet into different monetizable chunks – look into a solution like Wingback or another vendor first.
Sales & Support
You’ll also need a top-tier sales team with experience in these types of negotiations, as well as some legal backup for contracting and a watertight customer support team. These are all part of the courtship process and ongoing relationship with enterprise customers.
CPQ, Billing & Invoicing
What about when the deal gets more serious: do you have the proper tooling set up to send them customized quotes and proposals, to conduct large-scale metering and entitlements (these may be teams of hundreds or thousands of users, after all!), and to bill and invoice them correctly? If you don’t have any of those mission-critical items in place yet, take a peek at Wingback or other solutions before you dive in.

Other factors to consider when designing your pricing page

A successful SaaS pricing page should not only showcase the pricing models and pricing structures but also convey the product's value proposition to potential customers. We wrote all about that in this previous blog post, including some of the best pricing page examples we could find, but we’ll call out a few key points that are critical for this specific use case:
Make it easy to understand
The best SaaS pricing pages feature clear pricing, transparent pricing options, and simple, user-resonating language. Whatever pricing model or pricing strategy you’re offering, it should be easy  for your prospective customers to understand, including any special offerings like free trials, add-ons, or other plan options tailored to specific customer profiles use cases.
Highlight your value
Use white space to highlight the unique value proposition of each different pricing plan. Regardless of your pricing models, make sure you offer sufficient pricing options that cater to different customer segments. Incorporate proof points like customer testimonials, comparison tables, and FAQs sections to help build trust and provide valuable information to potential customers.

By designing a good pricing page, you can showcase that you are addressing the needs of different buyer personas and convey the unique value proposition of your product.

Final Thoughts

Incorporating a Contact Sales button into your SaaS pricing page design can significantly boost your ability to attract and convert upmarket customers. While it might seem silly that a bright blue button on a web page can really make a difference on your conversion rates, this feature can help communicate your product's value and capabilities more effectively across different buyer personas whose needs may be much larger than your mass-market offering. A simple Contact Sales or other action button directing interested leads to the sales team signals that you're set up to cater to enterprise customers like them, and enhance your company's image and perception as a mature and enterprise-ready solution.
In addition, offering custom pricing plans through a Contact Sales button enables you to align your product's price and value more effectively across diverse customer segments, capture more revenue from high-value clients, and differentiate your product from competitors. By considering these factors you can ensure that your SaaS offering appeals to a broad range of customers, ultimately driving increased satisfaction, loyalty, and long-term revenue growth.
Need a little help before embarking on enterprise?
As your SaaS business grows and caters to a diverse range of customers, including enterprise clients, Wingback empowers you to create custom pricing plans for every customer, manage highly complex contracts and plan entitlements, and execute on invoicing and billing (including metering) in one platform.
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