“A cynic is a man who knows the price of everything and the value of nothing.” (Oscar Wilde)
At the heart of every proper pricing strategy lies the set of actions businesses take to conceptualise, document and communicate value to their customers. Indeed, there is merit to the statement “when the value of an offering is clearly understood by both firm and customer, price is seldom a problem.” This session discusses the complications that often arise when an organisation tries to sell value in a market plagued by stubborn, cynical buyers. Specifically, it preaches to “keep calm and sell value:” a five-step framework that highlights remedies and invites several conclusions. Two stand out. First, a better understanding of what “value” means to customers, and how the business can be true to its promises, gives a sense of calibration and confidence that helps fight off the pressure imposed by clients and competitors. Second, a better process to sell value quickly improves the performance of the firm–and this improvement is enduring.