Increase LTV by selling the right plan instead of the priciest plan.

It's easy to get caught up in directing prospects toward your more expensive plans, but that might be short-sighted. Increase lifetime value by shifting your focus from the highest price to the best fit.

A customer's value goes well beyond the immediate price tag. It's also about how long they stick around. So instead of using all the tricks up your sleeve to cajole people into purchasing a pricey plan, focus on getting them on the right plan. As Marc Thomas of Doopoll points out, selling customers on features they won't use will only make them question the usefulness of your product. Why give them one more reason to cancel when acquiring a new customer is so much (~5x) harder than retaining one? Start by shifting your focus from the highest price to the best fit — that in itself will create ripples throughout your sales and marketing efforts. Then edit your pricing page, promotional content, etc. Be clear about the pros and cons of each plan. Accurately represent which type of customer will benefit most from what plan. And avoid tactics designed to do anything other than get people what they really need.