Many people think that increasing Average Sales Price rests squarely on the shoulders of the sales team. They’re the ones negotiating contracts. They’re the ones delivering the value prop and determining discounts. Surely, they should be the ones responsible for making sure they’re bringing in the biggest possible contracts.
But inspect this proposition a little more closely, and it becomes obvious that increasing your ASP is not simply the concern of the sales reps ‒ it’s a core mission of the whole company. Sales reps can only sell the product they’re given, and perhaps more importantly, they can only sell to the prospects in their pipelines. And their pipeline is largely determined by what Marketing passes to them as leads.
That’s why sales teams that want to increase their ASP need to start by working with Marketing to develop strategies for targeting larger prospects and handing over leads with higher expected contract values.
Here are three ways Marketing can help Sales increase ASP: