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,
Category: Blog
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
The Best Attitude for a Great Value Conversation
December 15, 2021
The ability to have a value conversation is an incredibly powerful skill. Usually, salespeople use this tool, but product managers, marketers, and pricing people can also
The Power of Procurement Matters
December 8, 2021
Too much revenue, profit, and value are given away to procurement agents. This absolutely means that salespeople need to become better at negotiating and at selling
Value Based Mindset is Hard for an Organization
December 1, 2021
Last week we talked about how hard it is for individuals to focus on customer value. If you think it’s hard for one person, try getting
Value Based Mindset is Hard for an Individual
November 24, 2021
What do you do? Before you read on, please answer that question in your mind. Obviously I can’t guess your answer, but I can guess some
Freemium or Free Trial
November 17, 2021
Here is a question from a reader/listener. Hi Mark, Here is a topic that is making me wonder — which I am sure you have
Thoughts on Segmentation Analytics
November 10, 2021
Lately, I’ve had the need to and pleasure of thinking about using data for the purpose of segmentation. If you are statistically oriented, you know we’re
