As the saying goes, there's more than one way to skin a cat. This is certainly true of extracting your price. For example, instead of selling the software, you might give the software away and charge for training, installation, and maintenance. At trade shows charging for software and giving free talks rarely works. Swapping the costs and charging for a lecture in return for $100 of free software is much more successful.
Another technique used by David Harris's long established Pegasus e-mail software is to get the software free but pay for the support and manuals.
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