Never become so attached to your current offering or business model that you fail to adapt to what your customers and market are telling you. Be on the look-out for opportunities to grow your revenue by making subtle changes to your feature sets, bundles, price model, availability, business processes, etc.
Don’t fight your market. While it would never to prudent to blindly accept every customer request or market trend as a mandate to develop or change, carefully evaluating the root of the requests your customers make may lead you to hidden wealth in your offering.
A quick example is a company I used to work with that sells telephony platforms with a per unit price model. Prospective customers were often confused by the per unit price and had ‘sticker shock’ when they were given a quote for purchase. Evaluating the market more carefully, we found the market preferred per subscriber pricing — my company´s customers use the telephony platforms to make money by subscriber not by unit. After we changed our pricing to a per subscriber price, we were able to better highlight subscriber density and total revenue generating capacity of our offering. Prospective customers were now more easily able to use our pricing to project an ROI specific to their business norms and as a result our sales increased significantly there after.
If we had resisted the need to change our price model, we never would have had the revenue success we experienced and enjoyed.