From the course: B2B Marketing: Pricing Strategies
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How to create pricing tiers
From the course: B2B Marketing: Pricing Strategies
How to create pricing tiers
- [Instructor] Here's the most challenging part of B2B pricing, how do you control and guide the pricing conversation instead of the customer guiding it? Think about it, if the customer dictates the pricing discussion, you lose. If you dictate the pricing discussion, you win and they win. That's where you want to be. Now recall that price becomes an issue with your B2B customer when value becomes an issue. So what you need to do is force a direct, unbreakable connection between the price discussion and the value discussion, here's why. In B2B pricing, you're often dealing with a purchasing manager, someone who has nothing to do with using the product. And therein lies the problem, they don't use the product so they have little or no way to appreciate its value. In fact, many purchasing managers go out of their way to strip the value recognition away from price negotiations for one reason, to get the lowest price possible.…
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