Category: Blog

Don’t Confuse Your Buyers

First, I’m sorry this story may sound like I’m bragging. I’m not. The lesson is important. A client created a fabulous new software product and wanted help

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Willingness to Accept

The most important concept driving pricing is Willingness to Pay. If we knew the precise value for each customer, our pricing could be perfect. Of course,

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Call It Customer Impact!

Business is all about value. I believe this deeply in my bones. Companies exist to create real value. Marketing and sales convert real value into customer

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The Art of Pricing

Ask pricing experts whether pricing is an art or a science and every one will respond with “both.” The science side is easy to understand

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