Our Method : What We Do
We use incredibly-detailed pricing research and in-depth interviews and analyze your sales transaction data to determine your customers’ and your marketplace’s decision behavior. We capture the value drivers, decision drivers and perceptions of your customers and non-customers. We delve deeply into their perceptions about you and your competitors, and how this affects their willingness to pay for your competing products.
Based upon the findings of our research, we use our practical business experience to provide you with actionable advice and recommendations so you can set your prices optimally, serve your customers and increase the effectiveness of your marketing and sales. Put simply, we help you accelerate your business’ growth.
Perception is reality. We provide deep insights and competitive intelligence into how your customers and non-customers perceive you and your competitors, i.e., how they make their buying choices.
In a process called Reverse Marketing, we establish your most efficient marketing and sales messages.
Pricing research helps you understand what drives your customers to make a decision, what drives and increases their perception of the value of what you sell. What makes them better appreciate the value of your company and your products and services. When you tie that with market segmentation and competitive intelligence, you can deploy more efficient ways to market and sell, and help them make their buying decision in your favor.
Your price is where the rubber meets the road. It is where your customers accept your value proposition and buy from you… or they don’t. If your price is not aligned with your customers’ willingness to pay, both your profits and your sales level suffer.
By understanding how your customers made purchasing decisions in the past, you can predict how they are going to make decisions in the future. You can leverage that into messages, offerings, bundles, services and processes to gain higher sales.
By understanding which products generate a Halo Effect, you can create bundles to increase sales, revenues and profits. You can also understand how much price affects the buying decision and price elasticity to improve pricing strategies.
We often help with implementation of our recommendations. From the data and our recommendations, we work at your side to support, evolve and enhance your sales processes. We train your sales people on how to better deliver your value message, how to control the sales conversation and how to defend your pricing.
We help your sales management enhance their own processes, e.g., more effectively hold sales people accountable and increase the effectiveness of prospecting and upselling.
We work with your marketing team to apply what was learned in the research to support the implementation of the most effective marketing messages and marketing channels.
Pricing Software is often required to make pricing operational, i.e., to make pricing a profit center by itself. We support the installation of pricing software in pre- and post-installation consulting. In fact, while Pricing Software by itself adds several percent of revenue as profits, the process development around the software often doubles that benefit.