When Should You Lower Your Price?
June 9, 2021
It’ll come as no surprise that my first instinct is to encourage you to never lower your prices. Many people want to lower their prices
Category: Blog
Can Your Pricing be Your Advantage?
June 2, 2021
For any company, an advantage is a distinctive competency: something you’re great at, and your competition isn’t. It gives you a unique position in the
The Buyer’s Journey: When to Reveal the Price
May 27, 2021
When you’re having a sales conversation, at what point do you start talking about the price? Of course, the answer is “it depends”. It depends
How to Become a Pricing Expert
May 19, 2021
Today’s article is an answer to a question I received: “Hi Mark, Just to introduce myself: I started my career in a cost consultancy startup
Losing on Price
May 12, 2021
“Price” is often the default answer salespeople give when asked why they lost a deal. For a moment, let’s assume this is true. It’s still
When You Should Use Cost-Plus Pricing
May 5, 2021
Many companies use cost-plus pricing. I’d say nearly all hardware companies, and service companies with fixed costs, use cost-plus pricing in some way. And yet,
Three Lessons from a P&G Price Increase
April 28, 2021
On April 20, 2021, the Wall Street Journal published an article titled Procter & Gamble Will Raise Prices in September. Here are the first three sentences:
A Question about Pricing Models
April 21, 2021
I once had a student from one of my pricing classes email me a question about pricing models. It sparked an insightful conversation, and I
Should Finance Influence Pricing?
April 14, 2021
To start with, I strongly believe finance should NOT set prices. Now don’t get me wrong – finance cares a great deal about pricing, because
How to Price Hardware Like it’s Software
April 7, 2021
The pricing traditions of software and hardware companies have been set for sometime. The main pricing-related difference between hardware and software is the incremental cost
