Impact Pricing Podcast

#525: Pricing Table Topics: Queen of Clubs – Value-based Pricing Is Never Perfect

This one is the Queen of Clubs from the Impact Pricing card deck.

Value-based pricing is truly a goal or an attitude, but it’s never finished because we can’t be perfect. We can’t read a customer’s mind. I define value-based pricing as charge what a customer is willing to pay, but if you can’t read a customer’s mind, you don’t know what that customer is willing to pay.

And in fact, all customers are different. And so, we constantly tweak and test new techniques. We add new price segmentations. We think about different market segments. We test our pricing and price increases with certain customers. So, we’re never done with our value-based pricing.

“Value-based pricing is an ongoing process so I truly think of it as an attitude or a goal.”

– Mark Stiving

We always want to be thinking about how is it that our customers are getting value from our products? How might they be using it differently? What was the value of the feature capability we just added to them? Value-based pricing is an ongoing process so I truly think of it as an attitude or a goal.

We hope you enjoyed this example of Pricing Table Topics. What you just heard was done without a script. If you want to get better at speaking about pricing and value, grab a deck of our playing cards, pick a card, read the saying, then talk for one to two minutes about what that card says. You’ll become a better speaker and expert. Oh, and you can play card games.

If you have any questions or feedback, please email me, [email protected]

Now, go make an impact.

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Tags: Accelerate Your Subscription Business, ask a pricing expert, pricing metrics, pricing strategy

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