Your prices to some customers, on some products or services, on some transactions are probably lower than customers would pay—if you didn’t give them the opportunity to pay less.

But fixing that isn’t easy. You have to systematically incorporate value as an input to your pricing (along with the prices of customers’ alternative solutions, expected volume, and costs plus target margins).  What’s more, it’s not just a matter of figuring out “the right price.” The margin improvement from a one-time update of prices will soon erode—unless you address the internal and external forces that drag your prices down.

Using our Daring Caution approach, we help you accomplish the two imperatives of pricing improvement:

• Improve how your company makes and executes pricing decisions
• Adjust, and adjust to, customers’ willingness to pay

Our clients attract customers willing to pay more when they see value, and get paid what their solutions are really worth. As a result, they grow both sales and margin. Most companies selling standardized products and services can make selective moves with pricing and terms that increase gross margin by 1% to 3% within two years.  Companies with customized offerings can often achieve more.