Value Based pricing in B2B markets

Something I often get challenged about when discussing #pricingstrategies is the value of the competitors #brand. 

A big misconception in the #B2B environment is that #brandvalue plays a major influence in driving price. High #brandrecognition certainly plays a role and opens doors, but as any good salesperson can tell you, the focus needs to be on selling features that solve a customers explicit problem - in other words “satisfies that itch”. 

Therefore the pricing team needs to focus on identifying and assessing a products differentiated features only, that add real value to the customer and that can be converted into € and cents. 

Features such as “continuous operating hours higher by X%,” or “fewer service interventions per installed units by Y%” are all quantifiable and can be converted into a monetary value for the customer. 

Here at #Aperia International we help clients across many industries identify those #valuedrivers that create a competitive advantage, even if a company views itself as an #underdog or new #marketentrant. 

A holistic approach to #commercial and #operational #excellence ensures that cross functional teams are aligned. Our approach enables us to identify disconnects, provide solutions and deliver trainings to create the platform for consistent and robust performance, with a focus on revenue growth and increased profitability.