Creating good, better, and best product or service offerings, you create unique ways to control pricing and the value discussion that must take place with your B2B customers.
- Here's the most challenging part of B2B pricing.…How do you control and guide the pricing conversation…instead of the customer guiding it?…Think about it,…if the customer dictates the pricing discussion, you lose.…But if you dictate the pricing discussion,…you win and they win.…That's where you want to be.…Recall that price becomes an issue with your B2B customer…when value becomes an issue.…So what you need to do is force a direct…and unbreakable connection between the price discussion…and the value discussion.…
Here's why.…In B2B pricing,…you're often dealing with a purchasing manager,…someone who has nothing to do with using the product,…and therein lies the problem.…They don't use the product,…so they have little or no way to appreciate its value.…In fact, many purchasing managers go out of their way…to strip the value recognition away…from price negotiations for one reason,…to get the lowest price possible.…(laughs) That might be their sole mission in life.…
So let me show you an effective way…to prevent that from happening.…
Drew explains how to think about price when it comes to B2B business transactions-and understand the important relationship between cost, price, and value. He also shows how to define value, identify stakeholders, and link pricing to your overall marketing strategy. Plus, learn to use tools such as the value ladder and pricing tiers to gain leverage in price negotiations.
- What is B2B pricing?
- Defining value
- Linking marketing and pricing
- Creating pricing tiers
- Managing pricing competition