It’s Too Expensive!
July 13, 2023
One reason people don’t buy from us is because they think our product is too expensive. Maybe they are right … for them. Maybe they
Tag: pricing
Next Book Title?
July 6, 2023
Two weeks ago I asked for your help. Pricing people do much more than pricing, and I want to write a book to describe it.
Right or Effective?
June 29, 2023
I’m smart (probably like you). I used to be arrogant and stubborn too, but that didn’t help my career much. I recall KNOWING I was
Help! What’s Bigger than Pricing?
June 22, 2023
People often ask me what I do and I proudly say, “I’m a pricing expert.” The next question is usually “What do you price?” I
The IKEA Effect and Pricing
June 15, 2023
The IKEA Effect is when people value something more when they help create it. At its best, pricing is about figuring out how much someone
Value-Based Pricing is an Attitude
June 8, 2023
It is humorous when some companies say they use Value Based Pricing. Usually, these are the ones that recently stopped using cost-plus pricing, so they
Commit to Expand
June 1, 2023
Most companies I work with use the phrase “land and expand.” Land means to win more new customers. Expand means getting your current customers to
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
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,
