January 2005
Intermediate to advanced
232 pages
5h 35m
English
Content preview from Smarter Pricing: How to capture more value in your marketBecome an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
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Differentiation is the lifeblood – there are three types
Differentiation from competitors creates the opportunity for companies to charge higher prices than rivals. If water, concrete and plastic can be differentiated, you can believe in scope for every product to be made different in some dimension.
Examples of dimensions of value include:
specific product attributes which increase effectiveness in use
dependability, continuity of supply
certainty
convenience and accessibility
tailored information
status
emotional relevance
personalization
rewards.
Consider which of these could make a product or service somehow unique. Systematically seek ways to make your product or service different from the rest. There is a three-way structure for this method.
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