PRICING AND CUSTOMER VALUE
Pricing builds or destroys value faster than almost any other business action. Warren Buffett said it well: “The single most important decision in evaluating a business is pricing power. And if you need a prayer session before raising price, then you’ve got a terrible business.”1
When you lose a deal, how many times have your salespeople said, “Our price is too high”? Few customers wake up in the morning wanting to pay a higher price. In fact, research repeatedly finds that consumers believe that the selling price of a good or service is higher than its “fair” price. They also tend to underestimate the effects of inflation, ...
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