OnDemand WTP Pricing Research

Insidious pricing messages | Pricingforprofitbook.com

I have to admit I wasn’t paying a lot of attention when the ad for GM trucks first appeared.  My interest piqued when I heard these price discounts “$8,100; $9,100 if you’re a non-GM owner.”

If you were a GM owner how would you feel?  My reaction was “What?  If I’m an existing customer I’m worth less to you than a new customer?”  If I were a GM owner I’d feel, at best, taken for granted; at worst, betrayed.  I can’t imagine a better incentive for GM owners to look at Ford, Dodge or Toyota for their next truck than this discount policy.

Your message

What message is your pricing sending to your customers?  Do your customers feel that they are valued?  Do they feel that they’re getting a fair deal?  Do they have doubts about your quality or service because the price seems too low?  Do they feel that you’re gouging them?

Whether you realize it or not, your pricing sends messages to your customers.  Are they insidious  like GM’s message?  Or are they inviting, encouraging and confidence instilling?  If you’re not sure, give me a call at 314-707-3771 and we’ll answer that question.

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Insidious pricing messages.

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