OnDemand WTP Pricing Research

Offensive or Defensive Pricing Reveals | The Sales Blog

Using Pricing to Differentiate

When your price is higher because you create greater value and need to capture more to deliver it, it often makes better sense to go on the offensive and immediately disclose your higher pricing—especially when you can easily justify a higher price.

By sharing the price very early in a conversation, you can also share the reason your price is higher than your competitors, how you invest the difference in your prices to create greater value, and why your clients believe this is the right decision to make.

You can also explain the concessions, trade-offs, and risks your prospective client is going to be forced to make by selecting an alternative with a lower price. These concessions, trade-offs, and risks are the higher cost your prospect will pay for accepting the lower price.

You may believe that a lower price makes it easier to win. This isn’t true. In more cases than not, it’s the value that is being created that matter more than pricing, unless you don’t believe and behave as if this is true.

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Offensive or Defensive Pricing Reveals · The Sales Blog.

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