Perfect Pricing Is Impossible (and That’s OK)
November 18, 2024
The third tenet of Context Driven Pricing is perfection is impossible. The goal is to charge what each buyer is willing to pay, but it’s
Category: Blog
You Influence Your Customers’ Willingness to Pay
November 11, 2024
Two weeks ago I defined Context Driven Pricing as charging what a buyer is willing to pay (WTP). The second tenet of Context Driven Pricing
The Fluid Nature of Willingness to Pay: How Context Shapes Your Pricing Strategy
November 4, 2024
Last week I defined Context Driven Pricing as charging what a buyer is willing to pay (WTP). The first tenet of Context Driven Pricing is:
Context Driven Pricing: The Ultimate Pricing Strategy
October 24, 2024
I was and still am a huge proponent of Value Based Pricing. Several times I’ve argued that Value Based Pricing means charging what a buyer
Profit vs. Market Share: Which Should Your Business Prioritize?
October 17, 2024
Most companies want to increase market share and grow profits. These are often contradictory goals. Raising prices grows profits while potentially reducing share. Reducing prices
What Every Team Should Learn from Pricing Experts: Focus on Value
October 10, 2024
Pricing people have a unique perspective, but it’s a perspective that could dramatically help your entire company if more people adopt it. All competent pricing
For B2B, Value Is Incremental Profit
October 3, 2024
Value is ambiguous. It can mean different things to different people in various situations. However, one situation has an almost universal meaning: B2B sales. When
Pricing New Products: Myth #1
September 23, 2024
When launching a new product, I often hear people say something like, “It’s easier to lower prices than raise them.” They use this to justify
How You Reduced Prices Without You or Customers Realizing It
September 19, 2024
You can listen to the full audio version of this blog we call — Blogcast. Everyone likes a price decrease. The prices I pay as a
Mastering the Good-Better-Best Strategy: A Guide to Increasing Win Rates and Revenue
September 12, 2024
You can listen to the full audio version of this blog we call — Blogcast. Everyone has heard about the Good-Better-Best product strategy. But not every
