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

  • Breaking Out of Your Pricing "Box"

    Effective pricing in B2B often requires coordination between marketing, sales, product management, and even accounting. This on-demand training session exposes how to influence the other departments that can make or break your pricing efforts.

    View This Webinar
  • Exposing Your Differential Value Step-by-Step

    This tutorial cuts through the apparent complexity of value-based pricing to provide simplified, step-by-step process for understanding and exposing the differential value of your offerings.

    View This Tutorial
  • When to Choose Profit, Revenue, or Both

    As pricing people in B2B, we all have to deal with the "corporate schizophrenia" around revenue versus profit. In this conversation with Lydia DiLiello, we discuss how pricing teams can best deal with this oftentimes frustrating dynamic.

    View This Interview
  • Understanding How B2B Pricing Is Different

    It's dangerous to assume that the pricing principles are the same whether the buyer is an individual consumer or a business. This guide explains five important differences between B2B and B2C pricing and how you can use them to your advantage.

    View This Guide