Part 4/7:
One common practice that perfectly encapsulates the disillusionment in enterprise sales is the concept of "uplifts." Customers often enter multi-year contracts at seemingly favorable rates, only for the price to balloon significantly at the contract’s renewal.
For instance, a software solution that started at $1 per unit might jump to $1.75 or even $3 during negotiations for contract renewal. This tactic takes advantage of customer retention and makes it difficult for buyers to dismiss or seek alternatives, even if the value of the product does not justify such price hikes.