Ian Tidswell provides the 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 some key questions to ask:   Why is price guidance important? When your company hires sales reps, how important are Excel skills? Do you test them for data-driven insights? I didn’t think so. Yet somehow…

Pricing thought leader Ian Tidswell shares B2B price research methods to set list and target prices in this article. 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, along with a more…

Kedar Gharpure shares an article on pricing and a warning on the pitfalls of discounting prices in the hope of gaining volume sales. Price is an important negotiation element in any B2B sale – and often made out to be a sticking point by the customers. Hence, it is no wonder that B2B companies often consider discounting their prices to win a deal or to secure more volume. However, most companies usually underestimate the incremental volume that they will need…

Kedar Gharpure shares an article on pricing and why you should think twice before lowering price to increase sales.  Price is an important negotiation element in any B2B sale – and often made out to be a sticking point by the customers. Hence, it is no wonder that B2B companies often consider discounting their prices to win a deal or to secure more volume. However, most companies usually underestimate the incremental volume that they will need to sell to make…

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 pricing information on creating and capturing value in an informative infographic. Success in the Medical Technology industry requires constant innovation. However, capturing a fair share of the value (pricing) from that innovation throughout the product life cycle is especially challenging given multiple market access hurdles, constrained healthcare budgets, and diverse stakeholders. The infographic below outlines the 6 steps to creating and capturing value in MedTech, from offering design through market access and reimbursement approval to new…

  Ian Tidswell and Norbert Paddags co-wrote this article on what bankers should learn about innovative pricing approaches to increase profitability. Pricing – What private bankers can learn from Porsche Banks have learned a lot from industries like the automotive sector in the past, but they still have some catching up to do. This includes innovative pricing approaches to increase profitability. Imagine you want to buy a sports car, for example a Porsche. Maybe a 911. You call a dealer…