B2B pricing must be based on ethical principles and practices. You're entitled to collect revenue for the value you deliver as long as you do it with a clear conscious.
- B2B pricing must be based on…ethical principles and practices.…You're entitled to collect revenue for the value you deliver…as long as you do it with a clear conscience.…So in this final chapter,…let me share a set of guiding principles…that will help you stay on track.…If you follow these rules,…you'll earn the respect of everyone in the market,…and you'll be more successful in the long run.…Rule number one is, put the customer's interests first.…
Marketing is sometimes defined…as creating and keeping a customer…and you do that by thoroughly understanding your customers…and finding ways to better serve their needs.…Rule number two, put the best quality products and services…into the market that are safe and effective.…That means that you offer products that you're proud of,…that you have thoroughly tested,…and that you're willing to stand behind.…Rule number three, always charge fair prices.…Base your prices on the value that your products deliver.…
Don't try to conceal hidden fees…or other means of deceiving customers…
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