Willingness to Pay vs Price Sensitivity
June 30, 2021
We pricing people often use the phrase Willingness to Pay. The profit maximizing price for any customer is to charge what they are willing to pay. We
Tag: pricing
Perceived versus Real Value
June 24, 2021
The most important concept in Value Based Pricing is customer perceived value. You can only get paid for what customers believe. I often do a little
4 Steps to Being a Great Director of Pricing
June 16, 2021
Hi Mark, I’ve been a pricing practitioner for many years now, with experience in several industries on the individual contributor and manager level. It has
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
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
When You Should Use Cost-Plus Pricing
May 5, 2021
Many companies use cost-plus pricing. In fact, I’d say nearly all hardware companies, and service companies with fixed costs, use cost-plus pricing in some way.
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
