Combining Cost-Plus and Value-Based Pricing
September 22, 2021
I and almost every pricing expert in the world are huge proponents of value based pricing. My definition of VBP is charge what the buyer
Tag: pricing
Value Propositions vs Value Selling
September 15, 2021
Value propositions are interesting and useful, but they are not value selling. They don’t go deep enough. Typically, a product, product line, or company has a
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
Failed to Keep
August 25, 2021
My dad died in January and since then I have been checking his email accounts. (I’m the executor of his will and don’t want anything to
Pricing When Costs Go Up
August 18, 2021
Costs don’t drive pricing. Willingness to pay drives pricing. Fixed costs never matter to pricing. Variable costs barely matter to pricing. These are truths. However, costs
Price Moves During Market Shocks
August 11, 2021
From a podcast listener: Mark, hello. I just recently started listening to a couple of your podcasts and enjoy hearing various commentaries on the world
I Hate Loss Aversion
July 28, 2021
I just got an email from Starbucks Rewards with the headline, “Some of your Stars are expiring.” My first reaction was to figure out when
Acquisition Pricing for Retention
July 21, 2021
Often, we think about and manage one revenue bucket at a time, WIN, KEEP, or GROW. Doing this we can be more focused and the goals
Stop Sales Discount Authority!
July 14, 2021
Some time ago, I had the privilege of interviewing Mark Hunter (TheSalesHunter.com) for a podcast episode. I’ve been reading Mark’s blogs and books for a
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
