Read a competitor price change before your team reacts

Record the complete transaction

Save the old and new price pages with capture dates. Record currency, billing interval, usage allowance, seats, contract term, included services, and eligibility. A monthly figure and an annual figure describe different commitments.

Calculate the change for one defined buyer. Price research uses a reference transaction because customers judge a new price against a prior or comparable purchase. A controlled market study in Management Science found that perceived fair prices affected buyer responsiveness and seller pricing. Your record needs the same buyer and package on both sides of the comparison.

1. Save both source pages and capture dates
2. Normalize the billing period and unit
3. List every package change beside the price

Separate the amount from the explanation

Write two fields: observed change and stated reason. Two online experiments found that customers rated a disclosed price increase as fairer when the company announced it, with the explanation matched to the size of the increase. The explanation belongs in the evidence record because customers receive it with the price.

Mark assumptions as assumptions. A feature addition appears on the page. A margin target requires an earnings statement, interview, or other attributable source.

Choose one response and name its owner

Select the customer segment exposed to the change. Then choose a measurable response: update a sales comparison, interview five recent buyers, test a package, or hold the current offer. Assign an owner and review date.

Support every public comparison with current evidence. The FTC advertising guide requires objective claims to have support before publication. Keep the captured pages with the approved comparison.