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Strategic Marketing Science provides nine different strategies for Pricing based on product quality (see below).
The reality is sometimes Strategic Pricing is contextual to competitive pricing or other uncontrollable factors.
Organisational resources, marketing effort, and budget also play in selecting the best Pricing Strategy. Advanced pricing strategy is about advanced marketing management: Real-time, for each individual segment!
Value-based pricing uses buyers’ perceptions of value, not the seller’s cost, as the key to pricing.
For many industrial products, the costs perceived by customers extend well beyond the price charged.
An industrial purchaser perceives the cost of equipment as including installation, maintenance, training and use of consumables, as well as the basic purchase price. Equipment purchases are evaluated over their economic lives and comparisons between competitors go beyond straight price assessment.
The company bases its price largely on competitors’ prices, with less attention paid to its own costs or demand. In oligopolistic industries that sell a commodity such as steel, paper or fertiliser, companies normally charge the same price. The smaller firms follow the leader: they change their prices when the market leader’s prices change, rather than when their own demand or cost changes. If you have read this far, you are probably ready to engage a pricing strategy marketing consultant. Remember, "Procrastination is the thief of time" and the sooner you act, the sooner you'll achieve your goals! We work with a number of startups and established companies, and when it comes to pricing a new product or service in the B2B market, it’s never an exact science.
B2B pricing strategies are fundamental when trying to finalize your go-to-market and sales strategies.
What value (savings, liability reduction, additional revenue) can your solution provide and how much do your prospects value it? This crucial element should absolutely be factored into your B2B pricing strategies.


As you can see from the real-life examples below, developing and solidifying a pricing strategy can take a number of forms.
A client of ours in the cleantech sector had identified a ballpark range to start with and from there the pricing was refined as we made calls and spoke to prospects.
A client in the IT software development space sent out emails to their core network of contacts soliciting comments on his potential go to market B2B pricing strategies. If you need help with developing a sales strategy, including B2B pricing assistance, don’t hesitate to contact me. This free guide will show you how to identify when to hire salespeople, interview candidates, create compensation plans, and start using a CRM. Companies take a number of different approaches to establishing their pricing , but many wrongly assume that they have limited control on revenue and margin by using more effective pricing strategies. Businesses can implement different pricing strategies and tactics to maximize revenue and margin.
Profit is always welcome of course, but some sales efforts will prove to be much more profitable to a company than others. With these strategies in place, use observation and analysis to evaluate the success of new pricing strategies. Ultimately, the market will be the main driver in determining pricing, yet leaders are recognizing the importance of using value-based segmentation, market research and decision support to inform and enable their pricing strategies.
Just email us by clicking this button, or fill out this form and a consultant will get back to you ASAP. Following is a table with some guidance on which costs you should consider for different decisions you would like to make.
If you price too high you could be missing out on revenue, and if you price too low you could be short on profit.
Also recognize that they may not be able to tell you exactly what they are paying today and their best interest may be to have you provide a better price than they are currently receiving today. He has increased sales with a number of growing companies in a wide range of industries including business software, IT, telecoms, cleantech and industrial. Depending on the pricing models and business-specific circumstances, it may take some time to find the right balance. Buyer values can fluctuate based on the market competition, market sensitivity to pricing, and other challenges.


In many cases, sales professionals might be pursuing volume over margin, and with poor pricing tools at their disposal, they likely give away revenue margin needlessly when adjustments to their discounting and other pricing actions might give them better guidance.
Those marginally profitable segments may be turning over a net gain, but their consumption of resources could be taking away from other opportunities that offer greater pricing power and are even more profitable.
By closely observing the effects, you will gain insights into what’s impacting revenue and margin performance and you can fine tune your strategies.
Value based segmentation techniques talks about defining segmentation based on value placed by customers on the product. In many cases though, especially when offering a product or service that is new to the market, I often find that to be truly successful from a pricing standpoint you need to have a degree of flexibility and an understanding that it may have to change. The key strategy is to enable your front-line sales team with the tools and insights needed to maintain optimal pricing.
For companies that serve diversified markets, a one-size-fits-all approach can leave revenue opportunities untapped. Businesses should stratify their various segments by profitability and allocate resources to the most attractive segments. In some cases, your pricing model may be completely wrong and you’ll have to adapt and change on the fly. Segmentation around buyer business impact and value offers the flexibility to manage pricing differently across different segments, adjusting for those markets where the underlying business value justifies premium pricing. Companies should be on the lookout for tools and resources that can help sales reps handle these pricing considerations.
When managed effectively, segmentation strategies can produce margin increases of 10 points, and sometimes more.



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