At the highest level of pricing centralization and, I believe, value-and-profit creation, here’s how account leaders and a value council should work together
Win Without Pitching®: Thinking
The goal of value-based pricing is not to charge more—that’s merely a beneficial consequence. The goal of value-based pricing is to create an organization that is intently focused on creating extraordinary customer value.
Blair and David come up with descriptive words that help clarify each of the four parts of what David calls the “pantheon” for new business: positioning, lead generation, sales, and pricing.
The value conversation is where value pricing theory goes to die. The difficulty in mastering this conversation is what causes most people to give up on value-based pricing completely and revert back to selling time and materials. It needn’t be so difficult, though.
We’ve gone from an era where creative firms never published their pricing on their website to one where, while it’s not common, there’s a bit of a trend toward it among certain types of firms.
There are right and wrong reasons to disclose your pricing on your website and right and wrong methods of doing so.
Should you be pursuing as much as you can get from your clients or should you be driven by the idea of a “fair” price? Many economists would say that any price paid is by definition a fair price otherwise the buyer wouldn’t pay it. They’re wrong.
Anchoring is one of the most powerful techniques of effective pricing. You are subjected to it all the time…
A resource guide to all things pricing, including book reviews & recommendations, seminars, webcasts and articles…
Some of the core WWP principles include delivering a minimum level of engagement or otherwise talking money early…The direct conversations around money reduce the likelihood that you’ll be scuppered later in the deal by financial objections that could have been uncovered early, and behavioural concessions extracted from the client are indicators of your likelihood of winning the business.
Five options to consider the next time you find yourself in a situation where you think you must cut price…
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