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Lead with ROI, anchor high, present tiers.
Price is only shocking when it lands without context. The goal is to make your monthly fee feel like the obvious and rational choice before the number ever appears.
Step 1: Establish the Value of a Guest Contact
Open with a question: "What do you spend to acquire a new customer through Google Ads or Facebook?" Most business owners know this number. Restaurant owners typically spend $12-25 per new customer through paid channels. Retail averages $8-18. Healthcare practices spend $40-80 per new patient inquiry.
Write their number down. Make it visible.
Step 2: Show the WiFi Math
"Your venue gets 200 guest WiFi connections per month. With our social login, you are capturing 60-70% of those as opted-in contacts. That is 130 new marketing contacts per month. At your current cost per acquisition of $15, those contacts would have cost you $1,950 to generate through ads. Our platform costs $199 per month for that location."
The prospect just watched their $1,950 problem become a $199 solution. Now reveal the price.
Step 3: Anchor with the Annual Option
After presenting the monthly rate, immediately introduce the annual plan: "Most of our resellers' clients go annual because it locks in a 20% discount. At $159 per month billed annually, that is $1,908 for the year versus $2,388 monthly. Many clients put it on their annual tech budget and forget about it."
Annual locking reduces your churn and improves your own unit economics. Always present it second, never first.
Step 4: The Tier Walk
Present three tiers visually if possible. Anchor with the highest tier first. When the prospect sees the MSP tier at $999, the Pro tier at $199 feels like the practical middle ground. This is deliberate anchoring — not manipulation, but context-setting that helps the prospect self-select the right plan.