Optimizing Prices
The pressure to lower your prices is inexorable. Competitors race to the bottom. Salespeople demand lower prices and higher discounts. Companies are uncertain about the real value of their differentiators. Purchasing agents are highly trained in the art of beating down your price. Prices can be optimized when they are built on a solid understanding of your buyers’ value perceptions in the marketplace. Atenga pricing consultants will discover, document and utilize those perceptions so you know the optimal price levels you can charge in your unique marketplace.
New Product Pricing
Pricing a new product is always a challenge. If the product is innovative, revolutionary, or different, the price must be closely coordinated with messaging and other actions to establish its value in the mind of the buyers. If it is not inherently different, the challenges are completely different. Atenga pricing consulting services dig deep into a market to find sources of value, strong points of differentiation, and price levels and price strategies that support new product success.
Pricing Strategy Consulting
Pricing is never just a number. It is a complete strategy for harvesting the highest possible profit from the value you create for your customers. Atenga price consulting identifies the value drivers, purchase drivers and price drivers operating in each important segment of your marketplace. Once those drivers are clearly and firmly established, a pricing strategy can be built to exploit them. The strategy may include price levels, and price structures, product bundles, options, services, unbundles, content and segmentation models.
Price Training for Sales
Many times, once the value drivers and purchase drivers have been clearly and firmly defined, companies fail to integrate them into their sales processes. This simple omission guarantees the failure of the project. Price Training for Sales leverages the Atenga research, turning the findings into messages, lessons and content to support each step of your sales process. Further, the salespeople must understand and be able to defend and support the new price levels and new pricing models. They must master the special art of price negotiations. Price Training for Sales integrates the research, the findings and the results into a single coherent package for the sales force, if applicable.
Talk to a pricing analyst today and you could receive a free price list assessment! Contact us now.