Pricing Psychology in B2B
Understanding "Irrational" Human Behavior to Effectively Influence "Rational" Perceptions of Value
Conventional wisdom says that business buyers are more logical and rational than consumers. Conventional wisdom says that business buyers make decisions based solely on economic considerations. But while businesses do indeed have systems and policies to ensure greater rationality and consideration in purchasing, certain psychological factors can still have tremendous influence. And because you're often working through the intermediary of the sales force, pricing psychology has internal applications as well. In this on-demand webinar, you'll learn about:
- The all-too-human realities of supposedly "rational" decision-making processes in business settings.
- How to proactively manage the perceptions of value that influence your prospects' purchasing decisions.
- Seven proven ways to leverage pricing psychology in your pricing structure and communication.
- Five aspects of behavioral psychology that can help you price more effectively through salespeople.
This webinar is just one of hundreds of educational resources you get access to as a PricingBrew Journal subscriber.
More Subscriber-Only Resources From Our Library
-
Isolating the Impacts of Price, Volume, Cost and Mix
Using this straightforward tool, you can finally put an end to the second guessing and skepticism by isolating and quantifying the contributions of price, volume, cost and mix to period-over-period revenue and margin differences.
View This Tool -
Developing Better Relationships with the Sales Team
Sales and pricing will rarely see eye to eye. Greg Preuer, Director of Pricing at Cooper Lighting, shares his experiences on how he's been able to work more effectively with the sales team.
View This Interview -
Fighting Over-Discounting in the Field
Over-discounting in the field is a frustrating reality for most B2B pricing teams. So, how do you prevent it from happening? In this Expert Interview, Chaz Napoli shares the strategies and tactics he's found to be effective through hundreds of customer engagements.
View This Interview -
How to Avoid Pricing Panic
How should you respond when something disruptive happens in your market? How do you avoid overreaction? How do you balance speedy action with smart action? And how do you prepare for the next disruption?
View This Webinar
![](https://www.pricingbrew.com/wp-content/uploads/2016/09/Pricing-Psychology-Webinar-Splash-300x225.jpg)
Why Subscribe?
When you join your peers and become a PricingBrew Journal subscriber, you get immediate access to this webinar 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