Quick and Dirty Pricing Research
May 25, 2023
My go-to pricing research method for learning how much buyers are willing to pay is Van Westendorp’s Price Sensitivity Meter. (There is a plethora of
Tag: pricing skills
What if They Find Out?
May 18, 2023
The question that comes up EVERY time I teach price segmentation: “What if one customer finds out another got a better price?” Think about how you
Price Segmentation in TIOLI Markets
May 11, 2023
TIOLI stands for Take It Or Leave It. These are markets or customers where you don’t negotiate prices. Retail is TIOLI. You set one price,
Pricing Professionals have “Trained Incapacity”
March 8, 2023
There is an interesting article in Quartz titled “How Trained Incapacity Could Be Damaging Your Career.” This closely parallels my experience with corporate pricing professionals.
Ballet, Football, Pricing and Sales
July 13, 2022
Many professional football players also take ballet lessons. Let that sink in. Big burly athletes go to a dainty dance instructor for lessons. Picture them
A Good Case for Cost Plus Pricing
July 7, 2022
A friend sent me an article describing Tesla’s most recent price hikes as a reaction to inflation. He said, “I thought costs don’t matter to pricing.” (I
How I think about Pricing
June 29, 2022
I sometimes wonder why I’m good at pricing (sorry I don’t mean to brag). It’s likely because I ALWAYS put myself in the mind of the
The Value of Selling Value
April 27, 2022
Learn the 4 big benefits to companies and salespeople if they could learn to communicate value to a buyer in a way that increases that buyer’s perceived value.
Don’t Forget the Customer
April 13, 2022
During an opportunity to review a presentation one of my clients will give to an internal audience, I had a huge aha moment. This will
Best Example for “Costs Don’t Drive Pricing”
April 6, 2022
A lot of people liked or commented on one of our memes this week. It said: Costs don’t drive pricing. Willingness to pay drives pricing. I
