The 5-Step Pricing Strategy
Step 1: Segmentation
When you plan your pricing strategy, you accomplish three objectives. First, you focus on markets where you can develop and exercise pricing power. Second, you prioritize accounts that appreciate your value proposition and that are willing to pay for it. And third, you understand how pricing impacts how your buyers make purchase decisions.
Phase 1: Markets
Focus on the markets where you can develop and exercise pricing power.
Phase 2: Accounts
Prioritize accounts that appreciate your value proposition and are willing to pay for it.
Phase 3: Buyers
Understand the pricing implications of how buyers buy.
Step 2: Positioning
With great price positioning, the pricing team consistently matches the business objectives of your growth strategy to your pricing strategy. From here, the pricing team understands and influences buyer perceptions through the development distribution of competitive pricing positioning.
Phase 4: Business Objectives & Strategies
Match the business objectives of your growth strategy to your pricing strategy.
Phase 5: Competitive Positioning
Understand and influence buyer perception.
Step 3: Price Structure
First, you should select and maintain a revenue model that will meet your business objectives. Second, you should design product versions that allow customers to buy faster. Third, you scale your pricing to customers with different willingness-to-pay thresholds. Then, you package multiple solutions together to raise average sale prices. Finally, you grow revenues through continuous monetization efforts.
Phase 6: Revenue Model
Align your pricing model with the value your customers expect to gain from your products.
Phase 7: Versioning
Design product versions that will increases average selling price and what your customers buy.
Phase 8: Renewals
Capture more value from your existing base of customers over time.
Step 4: Price Levels
Price levels help you optimize your price levels and provide structured discounting in several ways. First, you determine the viable price range and continuously optimize price levels for customers based on their willingness-to-pay. Then as needed, you discount strategically in order to increase sales volume and average deal size.
Phase 9: Price Level Optimization
Determine the viable price range and optimized price for customers based on their willingness-to-pay.
Phase 10: Structured Discounting
Discount strategically to increase sales volume and average deal size.
Step 5: Price Execution
Price execution enables you to drive up the customer’s willingness-to-pay with compelling, value-based messaging. You can then arm your sales force with negotiation techniques and guidelines to win deals that maximize price. This is how you improve adherence to your pricing strategy by aligning it to the sales team’s incentives and compensation plans. Finally, you actively track the right key performance indicators (KPIs) to ensure your pricing strategy is successful.
Phase 11: Value Messaging
Maximize wallet share and drive up the customer’s willingness-to-pay by market segment with compelling messaging.
Phase 12: Negotiation Guidelines
Arm your sales force with techniques to win deals that maximize price. Integrate these techniques into your coaching plan and your Opportunity and Account Management Processes.
Phase 13: Price Incentives
Improve adherence to your pricing strategy by aligning it to the sales team’s Compensation Design & Quota Setting.
Phase 14: Price KPI’s
Track the right metrics to ensure your pricing strategy is successful.
Phase 15: Tools, Systems and Software
Choose appropriate price software to help execute on your pricing strategy.
Phase 16: Pricing Governance and Organizational Design
Design an internal pricing organization to produce and execute upon future pricing strategies.