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.
More Subscriber-Only Resources From Our Library
-
How a "Top Salesperson" Gutted a Pricing Initiative
It's important to get Sales on-board when pursuing a pricing technology initiative, right? But how important is it, really? In this case study, learn to avoid the mistakes one company made when implementing a new pricing technology.
View This Case Study -
How to Price New Products
In this on-demand webinar, learn about three common types of new products that pricing teams are likely to encounter, and explore the core strategies and processes for dealing with the realities associated with them. Hint: "Best practice" is not always realistic.
View This Webinar -
Avoiding Mistakes in Customer Profitability Management
For most B2B companies, it's important to maximize the value of every customer you get. But customer profitability management is full of land mines that need to be avoided.
View This Guide -
Avoiding the Top 10 Pricing Mistakes
You're going to make mistakes. But if you can avoid the biggest mistakes, you're definitely rigging the game in your favor. In this on-demand webinar, learn about the top 10 mistakes that other pricing groups have made along the way.
View This Webinar
Why Subscribe?
When you join your peers and become a PricingBrew Journal subscriber, you get immediate access to this guide as well as all of these other features:
- Training WebinarsDozens of on-demand webinars covering crucial pricing topics with new webinars every few weeks
- On-Demand LibraryA searchable library of hundreds of concise guides, tutorials, cases, assessments, and research reports
- Expert InterviewsLearn from others in pricing who’ve “Been There and Done That” through our Expert Interview Series
- Help DeskAsk our team of analysts for advice, insights, and perspectives on your specific pricing challenges