The Fundamentals of Pricing in B2B Environments
Understand the Key Differences in B2B Pricing & How to Use Them to Your Advantage
While some will suggest that "pricing is pricing," there are significant differences between pricing in business-to-business environments versus pricing in consumer and retail environments. To be most effective, B2B pricing practitioners and groups not only need to understand the critical differences, they need to know how best to leverage those differences to their greatest advantage. In this course, you will learn about:
- The biggest differences between B2B and B2C pricing and why they matter.
- The pros and cons of various pricing strategies that are often employed in B2B.
- Common organizational and governance structures for B2B pricing functions.
- The perspectives and mindsets that set the leading B2B pricing groups apart.
- The essential skills and capabilities for B2B pricing practitioners to develop.
Course Sections
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1. The Unique Nature of Business-to-Business Pricing
This section explores the distinct market dynamics that make business-to-business pricing so different and explains why consumer and retail pricing strategies are risky and likely to fail in B2B.
Subscribe to View2. An Overview of B2B Pricing Strategies and Approaches
This section covers a wide range of pricing strategies and approaches being used in B2B, comparing their pros and cons, and highlighting an "uber" pricing approach that may trump them all.
Subscribe to View3. B2B Pricing Governance and Organizational Structures
This section addresses critical issues surrounding pricing governance, authority, and control, and explores a number of organizational structures for B2B pricing functions, large and small.
Subscribe to View4. Emulating the Most Effective B2B Pricing Functions
This section exposes the unique perspectives, mindsets, characteristics, and capabilities that set the most productive and effective B2B pricing practitioners and groups apart from the rest.
Subscribe to View5. Developing Essential B2B Pricing Skills and Capabilities
This section explores a number of the most important skills, practices, competencies, and capabilities that B2B pricing practitioners and groups need develop, refine, and employ over time.
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