B2B is a much more structured world than B2C, especially when it comes to making proposals and tenders to earn business. B2B customers want you to get the price as low as possible. You must change the conversation to focus on value first, then price. Don't let them separate the two.
- In the world of B2B marketing and sales…it's very common to use proposals,…either one that you give to your customer…or by responding to their request for a proposal…or sometimes called the RFP.…Now, in some countries you'll hear the word tender…as in tendering a formal offer…to acquire business.…And as you know, B2B is a much more structured world…than B2C especially when it comes to price proposals.…B2B clients often use a group of people…to buy products and services…especially high-value items.…
They follow a discipline process…to reduce their risk of overpaying…or getting the wrong products or services.…So, let me show you ways to help manage this.…The first step should be to carefully evaluate…the proposal to learn exactly what the client wants.…Right away you should be thinking…in terms of total value,…the accrued benefits they want…from your products and services.…Now, here's a tip.…Some B2B customers want to create…a range of pricing that you must stay within…or they won't consider your proposal.…
It's a common tactic, so be ready for it.…
Author
Drew Boyd
Released
3/27/2018Drew 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
Skill Level Intermediate
Duration
Views
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Introduction
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Welcome1m 1s
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Exercise files27s
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1. Understanding B2B Pricing
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What is B2B pricing?3m 16s
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Why B2B pricing is important3m 11s
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2. Understanding Pricing Principles
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Defining value3m 4s
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3. Understanding the B2B Pricing Process
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Organizing for B2B pricing2m 58s
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Creating pricing tiers3m 29s
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Communicating price3m 11s
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4. Understanding B2B Pricing Techniques
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Managing price competition3m 32s
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Conclusion
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Next steps2m 9s
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Video: Managing tenders and contracts