))
Pricing and Choice Architecture: Help Buyers Make Good Decisions
Manage episode 404045339 series 3555562
Content provided by John Tyreman & Mark Wainwright, John Tyreman, and Mark Wainwright. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by John Tyreman & Mark Wainwright, John Tyreman, and Mark Wainwright or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://player.fm/legal.
Pricing is a major lever for revenue and growth, but most business development professionals are not involved in setting price. In most firms, there are a three main approaches to pricing services:
- Cost-plus
- Market-based
- Value-based
In this episode, John and Mark beat up pricing and offer a new perspective to help you guide buyers to making the right decision. You'll hear them discuss:
- Why it's important to have pricing discussions early in sales process
- How value pricing presents relieves downward price pressure
- Elements of good pricing strategy: positioning, sequencing presentations, understanding needs, negotiating win-win
- How to guide customers through options with choice architecture
- An overview of common cognitive biases impact pricing
23 episodes
Share
