Direct Customer Impact
February 23, 2022
Your company exists to create value for your customers. Many roles inside your company are directly responsible for creating, communicating, and capturing value. These are people who
Category: Blog
Another Netflix Price Increase
February 16, 2022
It’s time to review another Netflix price increase. I received my seemingly annual notification that my price is going up. Here are a few thoughts: The
You Must Lose on Price
February 9, 2022
If you never lose on price, you are not charging enough! I know, many of you wish you had this problem. But the key here is
Losing on Price
February 2, 2022
Ask a salesperson why we lost a deal and you will almost certainly hear one of two different answers: 1. The product wasn’t good enough. 2. The
A Perspective on RFPs
January 26, 2022
Governments and large companies often use Requests for Proposal (RFP) when making large purchases. This blog describes some unique insights about this common activity. First, why
Don’t Confuse Your Buyers
January 19, 2022
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
Willingness to Accept
January 12, 2022
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,
Opportunity Costs and Pricing
January 5, 2022
We know what opportunity costs are, but are they ever relevant to pricing? If so, how? Even though you already know, here is a quick
Call It Customer Impact!
December 29, 2021
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
The Art of Pricing
December 22, 2021
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
