PricingBrew

Subscriber-Only Express Guide

Already a subscriber? Login

Subscribe and get immediate access to this guide, full access to our research library, and much more...

How Customers Evaluate a Price

Mark Dresdner of Stratapult Advisors Exposes Eight Factors Influencing Customers’ Perception of a Price

Customers do not apply an objective approach coupled with extensive research to determine value. Instead, a number of heuristics and emotional factors play an important role when potential customers assess a price. In this guide by Mark Dresdner of Stratapult Advisors, you'll learn:

  • How prices that have been offered before can positively or negatively affect customers' perceptions of value.
  • How comparison complexity is a double-edged sword that can work against you or be used to your advantage.
  • How switching costs affect willingness-to-pay and what you can do to help mitigate the negative perceptions.
  • How the various factors would be considered and used to formulate a pricing strategy in a real-world scenario.

This guide is just one of hundreds of educational resources you get access to as a PricingBrew Journal subscriber.

Subscribe & Get Access

More Subscriber-Only Resources From Our Library

  • Pricing Services to Customer Value

    When you’re selling services or project work, it can be challenging to get customers to focus on the value being delivered or exchanged. In this recorded training seminar, learn how to improve revenue and margins when your offering is largely intangible.

    View This Webinar
  • How to Structure Pricing Functions

    The structure of your pricing function can have major ramifications for years to come. In this on-demand webinar, learn effective approaches and considerations for structuring your pricing organization.

    View This Webinar
  • How to Combat Competitive Pricing Pressure

    What's the best way to manage competitive pricing pressure? In this 4-part training webinar, we share 20 strategies and tactics leading pricing teams are using to anticipate competitive moves, minimize their impact, and respond more effectively.

    View This Webinar
  • Pricing Through Uncertainty

    As pricing pros, we're expected to make weighty decisions with imperfect information. How do we "illuminate" the landscape a bit? What steps can we take to reduce the ambiguity, uncertainty, and risk?

    View This Webinar