Value-Based Pricing

A Groundbreaking Pricing Model for the New Business Landscape

Why would any customer choose Brand X over Brand Y, regardless of price? In a word: Value.

When customers feel they are getting good value from your product or service, they are more than happy to pay more-which is good news for you and your business. Even in today's global market-with its aggressive competitors, low-cost commodities, savvy consumers, and intangible digital offerings-you can outsell and outperform the rest using Value-Based Pricing. Done correctly, this method of pricing and selling helps you:

• Understand your customers' wants and needs
• Focus on what makes your company different
• Quantify your differences and build a value-based strategy
• Communicate your value directly to your customers

Now more than ever, it is essential for you to reexamine the reality of the value you offer customers-and this step-by-step program shows you how.

Developed by global consultants Harry Macdivitt and Mike Wilkinson, Value-Based Pricing identifies three basic elements of the Value Triad: revenue gain, cost reduction, and emotional contribution. By delivering these core values to your customers-through marketing, selling, negotiation, and pricing-you can expect an increase in profits, productivity, and consumer goodwill. These are the same value-based strategies used by major companies such as Philips, Alstom, Siemens, and Virgin Mobile. And when it comes to today's more intangible markets-such as consulting services or digital properties like e-books and music files-these value-based strategies are more important than ever.

So forget about your old pricing methods based on costs and competition. Once you know your own value-and how to communicate it to others-everybody profits.