Pricing and Choice Architecture: Help Buyers Make Good Decisions

Pricing is a major lever for revenue and growth, but most business development professionals are not involved in setting price. In most firms, there are a three main approaches to pricing services: Cost-plusMarket-basedValue-based In this episode, John and Mark beat up pricing and offer a new perspective to help you guide buyers to making the right decision. You'll hear them discuss: Why it's important to have pricing discussions early in sales processHow value pricing presents rel...