Smarter Pricing: How to capture more value in your market

Difficult but important

Smarter pricing is difficult and that is good news. Easy things can be replicated by competitors: addressing difficult things brings you big advantages. People who roll up their sleeves rarely lose their shirts. Success in pricing comes from rolling up your sleeves, considering a wide range of factors, and managing them carefully and consistently. It does not come from getting one big thing right.

Smarter pricing needs time and attention. You must combine customer insight, competitive context, a clear view of strategic aims and a solid knowledge of tools and techniques. You need informed judgement. You need confidence in the product’s ability to command a premium price justified by the value it provides to the customer. ...