How to Find Competitors’ Prices

The formula for “value-based pricing” is simple. Your buyer’s “willingness to pay” is equal to the competitor’s price plus positive differentiation value minus...
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What Is Anchoring?

A colleague asked me: “Mark, what is anchoring? I wanted to get your explanation of the concept with regard to pricing and maybe an example if you have one.” Anchoring is a strange...
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What Is Value-Based Pricing?

Value-Based Pricing (VBP) means to charge what your customers are willing to pay (WTP). This is a simple concept to understand and probably impossible to implement. Every buyer has a different WTP....
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Price Is ALWAYS the issue. Price Is NEVER the issue.

Price is awesome. It is part of every sale. Every customer wants to buy at a lower price. Every company (or most at least) wants to sell at higher prices. It’s a universal truth. 
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Price Increases: Big and infrequent, or small and annual?

Amazon just increased the price of Amazon Prime by 20%. Wow! That’s a big jump all at once. The good news is this was the first increase in 4 years. In 2014, they increased the price by 25%....
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Confused Buyers Don’t Buy—Or Do They?

An important rule I teach in the Price course is that confused buyers don’t buy. If you have a complex price list, then this is your buyer’s experience. He has a 30-minute break between...
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Pricing Advice to … Everyone

A reader named David asked: “I’ve enjoyed learning more about pricing from reading your articles. Any thoughts about pricing for house painters?” YES! And the advice is for...
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price

How to Find Competitors’ Prices

The formula for “value-based pricing” is simple. Your buyer’s “willingness t…
Read More

What Is Anchoring?

A colleague asked me: “Mark, what is anchoring? I wanted to get your explanation of the concep…
Read More

What Is Value-Based Pricing?

Value-Based Pricing (VBP) means to charge what your customers are willing to pay (WTP). This is a si…
Read More

Price Is ALWAYS the issue. Price Is NEVER the issue.

Price is awesome. It is part of every sale. Every customer wants to buy at a lower price. Every comp…
Read More

Price Increases: Big and infrequent, or small and annual?

Amazon just increased the price of Amazon Prime by 20%. Wow! That’s a big jump all at once. Th…
Read More

Confused Buyers Don’t Buy—Or Do They?

An important rule I teach in the Price course is that confused buyers don’t buy. If you have a…
Read More

Pricing Advice to … Everyone

A reader named David asked: “I’ve enjoyed learning more about pricing from reading your …
Read More