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,
Tag: pricing skills
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
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
Pricing During Supply Constraints
November 3, 2021
Jay Leno used to say on a Dorito’s commercial, “Crunch all you want, we’ll make more.” But what if they can’t make more? As I write
The Price/Value Tradeoff
October 27, 2021
Buyers only buy when they perceive the value is higher than the price. If you don’t have enough buyers, either your price is too high or
Why AWS Can Sell Credits
October 14, 2021
Last week I wrote that it’s a bad idea to use credits as your pricing metric. They are confusing and unpredictable so your buyers don’t like
Don’t Sell “Credits”
October 7, 2021
Many very successful companies have been pricing by the “credit.” A credit is a metric they made up. It’s usually some representation of the amount of
Messaging a Price Increase
September 8, 2021
From a reader: Hi Mark I hope you are well! I am looking for messaging to use when announcing a price increase. Can you please point
