Archive for March 9th, 2012

Contextual Pricing. The death of list price and the new market reality. Rob Docters, John G. Hansen, Cecilia Nguyen & Michael Barzelay.

NORTH RIVERSIDE, IL - FEBRUARY 01: A sign dis...

Contextual Pricing. The death of list price and the new market reality. Rob Docters, John G. Hansen, Cecilia Nguyen & Michael Barzelay. 2012. ISBN 9780071772464.  New, exciting , easy to read and useful. This is a resource for anyone working with pricing in any industry.  I have been working with value pricing for a year now and was wondering about a hybrid response to pricing.  This book has given me a big chunk of the answer.  If you are finding that  cost based or competition based pricing does not give you the tools to get out from under discounting, than value pricing  is  one step.  Now coupled with contextual pricing you can take some great big steps.  Value pricing shows your sales guys how to explain to customers how all your products values/attributes/benefits add up to more than the price asked. Contextual pricing helps you gain understanding of buyer context.  This  allows marketing/sales to develop pricing scenarios for common market situations (rush, size, market power, geography, competition, trade show). These become part of a salesperson’s toolkit, reducing complexity while speeding responsiveness. And I love it , increasing prices while increasing speed, shortening cycles, reducing sales costs!  A must buy for sales and marketing leaders. You will thank me ( the case studies are worth the book) – but it will take some work to get this going.

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Category: Pricing

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