What to Charge for Your B2B Offer (When You Have Zero Clue What’s ‘Fair’)
Imagine walking into a coffee shop, ordering your usual, and the barista says, “Cool, but what do you think this should cost?”
You’d panic, right?
Suddenly, you’re sweating over whether $4.75 feels stingy or outrageous. You start calculating oat milk surcharges and wondering if your tip changes the vibe. You came for caffeine, not a moral dilemma.
Welcome to B2B pricing.
Except instead of coffee, it’s your expertise. And instead of oat milk, it's your entire livelihood.
When you’re pricing a B2B offer, it’s no longer about “what feels affordable.” It’s about what your solution is worth inside someone else’s business. You’re not asking someone to part with their grocery money. You’re asking them to make a strategic investment. And that shift can break your brain if you’re not careful.
Don’t worry, I’m not going to leave you stranded. By the time you’re done reading this post, you’re going to have all the answers you need:
What makes a B2B price feel “right” (for you and them)
How to reverse-engineer the value of your offer
When to stop selling individual seats and start selling strategic outcomes
You’re gonna walk away with exactly how to price your B2B offer. Yes, even if you have zero data, no past client results, and a creeping suspicion you’re either wildly overcharging or dramatically underpricing.
You don’t need guesswork. You need clarity.
Let’s go find it.
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Why B2B Pricing Feels So Hard (and Why It Shouldn’t Be)
Most creators and solo entrepreneurs start by pricing for people. Real humans. With bills, emotions, and a daily caffeine budget.
So it makes sense that your first instinct is:
“Would I pay this much?”
And when the answer is “ehhh, maybe not,” you shrink it down until it “feels” fair.
But you’re not selling to someone’s wallet anymore. You’re selling to a business’s budget.
Businesses don’t think in Venmo charges and gut feelings. They think in line items and ROI.
That $1,500 offer you’re worried is “too much”? They’re comparing it to:
The time their team wastes every month without it
The revenue they’re missing because the problem isn’t solved
The cost of hiring someone full-time to do what your system does automatically
When your offer saves time, boosts performance, or stops money from leaking out the back end? It’s not a “maybe”. It’s a no-brainer. Something they expense, not overthink.
B2B pricing shouldn’t feel harder. It should feel cleaner. Because the second you treat your offer like an asset instead of a favor, the price stops feeling personal and starts sounding like strategy.
And when you shift your mindset from selling to people to learning how to sell to businesses, everything clicks into place.
How to Think Like a Business Buyer
Instead of asking:
“What would I pay for this?”
Start asking:
“What would this be worth if it worked?”
They’re not here for inspiration. They’re here for outcomes.
B2B buyers don’t care about more stuff. I promise they don’t need (nor want) more bells, whistles, and 47 bonus modules. They care about the fastest route to the easiest solution.
You’re used to consumers asking:
Can I afford this today?
Does this sound fun or useful?
Am I feeling emotionally validated by this offer?
But a B2B decision maker isn’t focused on feelings. They’re looking for:
Will this save us time?
Will this help us hit our goals faster?
Will this reduce waste, churn, or headaches?
What’s the ROI compared to hiring someone to do this in-house?
They’re not comparing your $497 course to last night’s DoorDash bill.
They’re comparing it to a $70,000 annual salary, 3 months of wasted onboarding, or missed revenue from campaigns that flopped.
That works in your favor because when you solve a real business problem, your price isn’t there to make your offer look worth it. Start making it act like it. Results are the justification.
B2B Buying Process
Forget the stereotype of 12 executives in matching blazers circling a mahogany table, sipping lukewarm coffee and debating your offer like it’s a Fortune 500 merger.
Sure, some corporate deals may require a polished pitch deck and a few rounds of approvals. More often than not, it’s one or two people in a Slack thread asking, “Should we buy this?”
At its core, the B2B buying process is simply a checklist of questions that need obvious answers:
Who is this for?
What exactly am I buying?
Will it actually work?
What will this replace or improve?
Do I trust this person to deliver?
That’s it. Whether you're talking to a startup founder, a team lead, or the head of HR, they’re evaluating your offer based on outcomes, clarity, and how easy you make the decision.
So, how does this play out in real life?
The Typical B2B Buying Journey:
Initiation (Optional)
You make the first move. Maybe you send a DM, follow up with someone who mentioned a problem, or pitch your offer to a warm lead. You’re strategically reaching out with a solution that solves a problem they might not even know they have yet. Usually, they already do, and they just ignore it until the problem is urgent enough to get their attention.Awareness
They realize they have a problem (like onboarding new hires is a mess or their team’s content pipeline is chaos).Consideration
They explore options. You show up with your brilliant solution.Evaluation
They check for proof. Case studies, testimonials, a clear deliverable. They want to know it’s not fluff.Decision
They get the green light from whoever holds the credit card or they are the cardholder. (Who said B2B was only corporate? There is plenty of opportunity to talk to smaller businesses, even solopreneurs.)Implementation
They roll it out to their team or use it themselves and (hopefully) rave about how easy and effective it was.
Your job is to make every one of those steps stupid simple. The easier you make the yes, the faster the buy-in.
Pro tip: Use Teachable’s built-in sales page to walk them through this process. Show the problem. Paint the transformation. Add trust signals. Offer flexible access. And boom—you're no longer just a creator. You’re the solution they’ve been searching for.
The 3-Part Formula to Close The Sale
Ready for the simplest framework of your life?
1. Solve a Costly Problem
If your offer prevents expensive mistakes, saves weeks of manual labor, or eliminates tech debt, business owners don’t see a $47 PDF, they see a high-leverage asset.
Position your offer as:
"This eliminates a $10,000 problem."
2. Deliver a Fast, Tangible Win
Businesses don’t want potential. They want progress.
The faster they see results, the easier it is to justify the price.
Think: “Get your new team fully onboarded in 7 days, using our plug-and-play system.”
3. Make It Easy to Say Yes
B2B buyers love:
A clear deliverable
An invoice (bless)
A license for multiple users
A system that doesn’t require another weekly Zoom call
Wrap your offer like a business solution, not a personal development journey.
Real B2B Offer Formats (That Justify Premium Pricing)
Let’s make this real. Here are some B2B offer types that make premium pricing easy to understand (and sell).
Team Training License
Example: A $97 customer service course → Sold as a $2,500 package for onboarding staff across 5 locations.
Course + Consulting Hybrid
Example: Your $47 DIY template becomes the foundation of a $1,500 consulting package where you customize it for their team.
White-Labeled Resources
Example: A $197 SOP toolkit gets licensed to an agency that rebrands it and uses it with 30 clients. $5,000+ deal.
Done-With-You Sprint
Example: A 5-day sprint to implement a client onboarding system. High-touch, high-value. $3,000+.
Internal Resource Vault
Example: A designer bundles their templates + tutorials into an internal brand vault for a marketing team. $7,500 for unlimited use.
Notice a theme?
The price isn’t just about what’s inside.
It’s about what it unlocks for the business.
Your Go-To Pricing Ladder (That Works at Every Stage)
Let’s talk actual numbers. Here are the pricing ranges that work well in the B2B world:
Entry Offers ($11–$97): Low-friction, self-serve tools that build trust and solve tiny-but-mighty problems.
Mid-Tier ($297–597): Standalone solutions with clear ROI—perfect for one department or specific use case.
Signature ($997+): High-impact assets with proven frameworks, team access, and built-in support.
Enterprise/Custom ($5,000+): Licenses, white-labels, implementation services, and training programs.
If you’ve been stuck at the $97 ceiling, it’s time to level up.
How to Host, Deliver, and Get Paid
So you’ve figured out the pricing, structured the offer, and now you’re wondering:
“How do I actually sell this thing?”
Thankfully, you don’t need a developer, a custom-coded portal, or a Frankenstein system held together by duct tape and Stripe links.
This is exactly why I use Teachable.
Whether you’re selling a low-ticket training or onboarding a corporate client for a $10K team license, Teachable makes it ridiculously simple to:
✔️ Create a branded sales page
✔️ Accept payments (yes, even for high-ticket offers!)
✔️ Add multiple team members or license access
✔️ Automate delivery and onboarding
✔️ Track usage and engagement over time
It’s the platform I use to deliver everything from $29 digital templates to white-labeled training for SaaS, and it’s flexible enough to grow with you. Definitely why I’ve been loyal so long! Here’s my full review if you want to explore more of what it can do for you and your business.
And if you’re thinking businesses aren’t buying like this? Think again.
According to Teachable’s Rise of the B2B Creator report, B2B creators are 2x more likely to earn over $10K/month than B2C creators. And it’s for the exact reason we’ve already talked about. It’s because they’re not just selling info, they’re selling outcomes businesses are already budgeting for.
What If You’ve Never Sold A B2B Offer Before?
You got this. It all comes down to positioning and how you communicate your expertise.
Here’s what to do:
Borrow from past wins: Have you done this in your own business? Helped a friend or client get this result? That’s proof.
Sell a beta: Position it as a test run. Offer a discount, gather testimonials, and use feedback to improve.
Lead with the result: You don’t need a 3-page portfolio. You need a clear transformation and a confident price.
When I first started my business. I closed $10k in sales with no website and no portfolio. Not because I was full of BS and a good sales(wo)man, but because I bothered to figure out my potential clients’ pain points and designed a custom solution to fit their needs.
I do the same thing today. Sure, with a fancier website. But closing $60k+ deals with a track record of success only gets easier the more you do it.
Business Buyers Want Clarity, Not Complexity
What’s the problem?
How do you solve it?
How quickly can they see ROI?
Answer those three questions well, and you’re already ahead of most creators selling B2B.
You don’t need a massive audience.
You don’t need a viral launch.
You don’t need a pricing calculator with 16 tabs.
You need an offer that solves the right problem, priced for the value it delivers.
Selling Premium B2B Offers Doesn’t Require a Massive Audience
When you’re selling a premium B2B offer, you don’t need thousands of eyeballs or a massive list. You need alignment. Relevance. A compelling solution in front of the right person.
If you’ve ever felt overwhelmed trying to scale a $47 product to 1,000 strangers, take a deep breath ‘cause this is different.
In the B2B world, one $10K deal from one warm connection can do more for your business than an entire month of content, ads, and algorithm-chasing.
So if you're thinking:
“But I’m not great at marketing...”
Cool. Try being great at relationships.
“But I don’t have a big following...”
Awesome. Focus on conversations instead of conversions.
B2B buyers don’t want mass-market pitches. They want real solutions to real problems, backed by real people. That’s you.
If you’re wondering how to sell to businesses without a full sales team or enterprise funnel…this is it. Connection over complexity. Relevance over reach.
So start by:
Reaching out to that agency owner you’re already connected with
Sending a DM to someone who mentioned struggling with the thing your offer solves
Hosting a live training and inviting decision-makers directly
Following up with that past client who’s now on a bigger team
You’re not cold-pitching strangers. You’re inviting the right people into a solution that’s built for them.
And once you’ve closed that first sale?
You’ve got proof. Momentum. A foundation to scale from.
That’s how B2B grows. Relationship by relationship, solution by solution.
Your Next Step: Join the One-Day Launch Challenge
If you want help creating your B2B offer from scratch—pricing, packaging, and all—come join us inside the One-Day Launch Challenge.
It’s 100% free. And it’s where I help you:
Nail down what to sell
Craft a price that feels fair and profitable
Start marketing like the expert you already are
Because the best way to validate your price?
Is to go sell it.
Now, just because this challenge is positioned to help you imagine your first (or next) digital product. Doesn’t mean you can’t come out on the other side with a premium offer and a plan to get it in front of the right people.
You are the only one saying you can’t. I know you can. I’ve seen thousands of my students successfully do it. Why not you next?
