Smarter Pricing: How to capture more value in your market

Build a relationship, earn higher prices

Relationship benefits are built around intangible and emotional aspects. How does the buyer feel as a result of his or her association with the seller? How do the brand values impact on the customer’s self-perception? Other examples are loyalty rewards, status and recognition, privileged information or access to a user-group.

To earn higher prices, the relationship must bring emotional value to the buyer. It is easier to illustrate differences in relationships than it is to differentiate mature products. Thus, much thought is given to building long-term relationships with key customers. Sincerity and a consistent approach in both good and bad times bring credibility. In business-to-business, key account ...