In the first post of this series, we learned that value is the only common ground between a customer and a business when it comes to pricing. In the second entry, we examined what the value conversation is and how it helps us set expectations with our customers. Now, we are going to compare a couple [...]
We are a society obsessed with finding a “good deal”, which is why customers today place such a heavy emphasis on pricing. This leaves the business owner with plenty of questions: What should I charge? What profit will I achieve at $x price? How much is too much? Pricing has traditionally been reliant on a more [...]
What is the role of product or service cost in the conversation about price? The truth is cost has little or nothing to do with sales price. The marketplace, that place of competition between buyers and sellers, sets price. The price you can obtain for your product or service is based on perceived value. CEOs tend [...]