AIM Archives - Tag: pricing decision-making

You have two options: Ask for pricing decisions or understand customers’ pricing decision making.

448-Price-Decision-Making

You can ask for pricing decisions using a survey, e.g. Van Westendorp. But it’s hard to get a straight answer in concentrated B2B markets: They know they’ll be negotiating prices later. Better to understand the customer’s world so well you can create a value calculator… to model their pricing decision-making. You’ll have longer-lasting insights vs. a one-time survey.

You have two options: Ask for pricing decisions, or understand customers’ pricing decision making.

60 Price Decision Making

You can ask for pricing decisions using a survey, e.g. Van Westendorp. But it’s hard to get a straight answer in concentrated B2B markets: They know they’ll be negotiating prices later. Better to understand the customer’s world so well you can create a value calculator… to model their pricing decision-making. You’ll have longer-lasting insights vs. a one-time survey.

More in article, Pricing New vs. Existing Products (Originally published in B2B Organic Growth Newsletter).