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
-
The Multiple Dimensions of Value Chart
Use this chart of potential value-drivers along multiple dimensions to aid your initial brainstorming around how your offerings deliver value to your customers.
View This Tool -
Step-by-Step Competitive Analysis for Strategic Pricing
How to use competitive analysis to identify actionable opportunities to gain strategic advantage, expose competitive gaps, provide differentiation beyond price, and reduce the pressure to discount.
View This Tutorial -
Making Change Happen
How do you get executives to recognize a need for change? How do you get an organization to move away from the status quo and actually embrace doing things differently? How do you foster true adoption, as opposed to merely forced compliance?
View This Webinar -
How to Break Out of Your Pricing Silo
In this expert interview, Mark Burton of Holden Advisors shares his latest insights and advice for getting beyond tactical analysis and taking your pricing department to the next level.
View This Interview
