Cutting prices can be a tempting strategy for retaining customers at a time when businesses everywhere are looking to conserve cash. Palachuk, however, urges channel pros to resist that temptation.
“This is absolutely not the time to reduce your prices under any circumstances,” he says. “Discounts are never a good idea unless you’re Walmart.”
Think about it, he adds. If you cut your per-device rate by $10 per endpoint, it saves a customer with 100 endpoints $1,000 a month. “That is not going to save their business if their business is in trouble,” Palachuk notes. “On the other hand, if you have a thousand endpoints deployed and you cut it by $10 each, you reduce your revenue by $10,000 a month. That could put you out of business.”
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