OnDemand WTP Pricing Research

Why Nuclear Events Offer the Best Opportunities to Triple Your Pricing Power | The Bondsai Blog

Agencies with high pricing power can raise their prices without their clients raising their eyebrows. Pricing power also depends on the circumstances. Knowing this, “grunt work” can be sold as highly critical “nuclear event” work for which price is not an issue.

Imagine you’re stranded in the desert. Your mouth is parched and you feel like you’re dying of thirst. In fact, you’re pretty sure you are.

The Value Curve Shows the Contextual Dimension of Pricing Power
While framing a conversation in order to emphasize utility is an effective tool in sales, pressing circumstances is an even better ally to achieve high pricing power. One way to visualize this is using something called the Cobb Value Curve which I discovered while reading Ron Baker’s book Implementing Value Pricing.

If you’re a frequent reader of this blog you might recognize that title. I refer to it quite a bit. It’s for good reason, it’s chockfull of fantastic ideas when it comes to pricing value.

The inventors of the Cobb Value Curve originally designed it for law firms. That makes it no less relevant to other service businesses. It is an imagined curve of types of work in relation to their relative share of the market. While the curve is useful, one of its caveats is that it isn’t backed by research findings as far as I know. Even so, it offers a practical way to talk about services, their utility, and pricing power.

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Why Nuclear Events Offer the Best Opportunities to Triple Your Pricing Power – The Bondsai Blog.

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