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
-
Reducing Losses to "No Decision"
Studies have shown that companies can lose up to 40% of their forecasted deals to "no decision". In this on-demand webinar, learn strategic and tactical approaches for dealing with prospect inaction.
View This Webinar -
There's More to Profit Than Price
For many pricing teams, expanding their perspectives from "pricing" to "profitability" is the key to maximizing effectiveness. In this on-demand training session, we expose and explore five of the other powerful growth levers that really matter in B2B environments.
View This Webinar -
How to Tackle Trade Tariffs
In this insightful conversation, Sean Arnold helps us sort through the issues and understand our options when addressing the latest addition to our list of pricing challenges: trade tariffs.
View This Interview -
The Top "Lessons Learned" by Pricing Leaders
How have pricing leaders become leaders? What can their 20/20 hindsight teach us to streamline our own path? In this on-demand webinar, learn the top lessons gleaned through our research.
View This Webinar
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