Value pricing is a customer-centric strategy that sets prices based on the estimated economic value of a product or service rather than purely on market benchmarks or internal costs. When executed correctly, this powerful approach can increase profits and customer satisfaction. The challenge is aligning price with value delivered.
I recently reflected on what might cause sellers to reassess their value pricing and value selling strategies in a changing economy. While both are rooted in value, value pricing and value selling use different tools with different purposes and reference sets. Let’s take a moment to review the basics.
I’ve heard it all when it comes to pricing strategies. Clients say they use a premium pricing strategy, or penetration pricing, or (pick your own) pricing strategy. But really... what is the one and only goal of pricing when you want to make a profit?
To effectively sell based on value, you need to first grasp the value your offering creates. That is where Grassroots Strategy comes in. Jeff Bennett and I recently published Grassroots Strategy: Cultivating B2B Growth from the Ground Up to share what we’ve learned about building marketing strategies around customer needs and proper pricing strategies.
One of the biggest challenges in sales is getting buyers’ attention. And even when you do get a phone call set up, too often buyers on the other end of the line are clearly multi-tasking and not paying full attention. The panacea is to provide buyers with meaningful insights. Follow the five steps below to create deeper buyer engagement, which will lead you from initial contact to sealing the deal on renewals and future sales.
Previous posts in our series on value pricing have examined its risks, rewards, and mechanics, all with the goal of maximizing earnings for your company. Let’s expand on this foundation with practical tips and methods for considering the impact and likely market response to your pricing decisions.
What’s your strategy for determining the optimal price for your B2B offering? If you check Wikipedia, the obvious source of all that’s true in the known universe, you’ll find 26 different pricing models or strategies. In this first of a series focused on value pricing, let’s take a closer look at how you can set prices that benefit both you and your customers.
A compelling value proposition is critical to sales success. It can, without a doubt, make or “brake” a sale and is often the root cause when new products or solutions fail to reach their destination. Without a clear value map or an understanding of “what’s in it for them,” prospects have little reason to invest in your offering.
Have you noticed your average sale price dropping? Maybe it’s because your salespeople are too quick to offer customers a discount when they’re challenged about price.
Most of your prospects will focus on price once they think they have found a product or service that will meet their needs.
It’s normal to want to know how much something will cost. However, it’s best to avoid responding directly to this question until you have established the problem and the value of solving that problem.
