Awkward Reality #182

If you are innovating, your price should only be determined by the customer value you create.

182-Price-and-Value

Many B2B suppliers consider competitive pricing as they plan new-product pricing. Or worse, cost-plus pricing. Both are irrelevant if you deliver real value to customers… not a “me-too” product. Competitive pricing just helps you judge initial customer reaction, and cost-plus just sets the pricing floor. Neither tells you what customers will pay. For that, you need customer-value pricing.

More in article, Is Your Innovation Supplier-Centric… or Customer-Centric?

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