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b2b pricing

b2b pricing

Kedar Gharpure shares an article on value-based pricing for B2B, what it is, and why you should use it.  You have likely read articles about Value-Based Pricing (VBP) – after all, the concept has been around for several decades. However, our review of over 50 VBP articles from the top search results highlight that a) there is very little VBP literature geared towards B2B and b) no single article provides a comprehensive and actionable overview of VBP for B2B.  In…
Kedar Gharpure shares a company post on developing and applying value-based pricing for the B2B market. You have likely read articles about Value-Based Pricing (VBP) – after all, the concept has been around for several decades. However, our review of over 50 VBP articles from the top search results highlight that a) there is very little VBP literature geared towards B2B and b) no single article provides a comprehensive and actionable overview of VBP for B2B.  In this article, we…
From archives of Ian Tidswell’s website, this evergreen article explores pricing in uncertain markets and how to handle foreign exchange movements. “The best laid plans of mice and men often go awry” said Robert Burns in 1786.  And while he wasn’t to my knowledge a businessman, the saying holds true today. When things change in commerce, pricing is one of the most effective levers we have to react quickly.  Making the most of an opportunity (or minimizing a threat) is…
In this article, Barry Horwitz offers valuable insight into pricing.  Pricing. It’s one of the most important elements of any business value proposition. And yet, it’s a topic that many struggle with. That’s because setting the right price is about much more than simply setting price higher than costs or mimicking the actions of competitors. Some things to consider… Pricing sends signals. While economists have long developed theories based on the assumption that we all act as rational beings (i.e.,…
Ian Tidswell provides an article that highlights multiple ways to assess customers Willingness-to-Pay (WTP), which is a key capability required of all companies. Having a robust way to assess customers Willingness-to-Pay (WTP) is a key capability required of all companies.  It’s surprising to me how many B2B companies rely on gut-feel or ad hoc processes to get this done.  This may be driven in part at least from not being familiar with the techniques, and the various challenges each presents,…
Ian Tidswell shares a guide on B2B price guidance, why it’s important, and what type of price guidance to give.   (Sorry, this one’s a bit long. It’s also a key to superior B2B pricing) Providing high-quality price guidance to your sales teams as they negotiate with customers can result in measurable profit increases. It really should be a core process.  However, I’ve rarely seen clear quality-price guidance. Here are some key questions to ask:   Why is price guidance important?…