B2B pricing is the process of setting and communicating prices to sophisticated organizations, or companies, so that they understand and ultimately consume your products and services.
- B-to-b pricing is the process of setting and…communicating prices to…sophisticated organizations.…Companies,…so that they understand and ultimately…consume your products and services.…That sounds easy enough,…but believe me,…b-to-b pricing is one of the most…challenging parts of marketing.…And guess what,…it's getting harder all the time.…Why?…Well start by looking at the global…economy we compete in.…
I don't care what business you're in.…We're all affected in some way or another…by what happens around the world.…For example,…low cost competitors from…China and India are merging all the time.…They can produce products and services…cheaper than other regions…because of low labor costs.…And they can get access to just about…any market in the world,…including yours.…Another global reality is the effect of…currency fluctuations.…You may set your prices and sell your…products using the U.S. dollar or…other currency like the euro.…
No matter what currency you use,…your customers will interpret your prices…based on their exchange rate…
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: What is B2B pricing?