I been mentoring several entrepreneurs lately who are in the B2B, enterprise marketplace. They seem blissfully unaware of the issue of transaction costs for enterprise customers.
Very simply put, transaction costs are the non-cash costs of acquiring a new product or service.
I came across this powerful concept years ago in the classic business book Unleashing the Killer App: Digital Strategies for Market Dominance by
I highly recommend you read the whole book, but here are the two key pages that elucidate and define the various types of transaction costs you need to take into account in your pricing and sales of your product.