Over the years, we’ve noticed a perplexing contradiction in the business-to-business sector. On the one hand, it’s fair to say that every B2B company would like to maximize its margins, improve its profit performance, and ultimately, increase shareholder value. But on the other hand, relatively few B2B companies are focusing their attention on the single, most powerful means to achieve all of these objectives and more: pricing.
Why? What’s preventing some companies from leveraging the power of pricing to improve their performance? In our experience, we’ve found that what often separates those who succeed from those who struggle is a series of closely-held myths about pricing in a B2B environment:
No. 1: The Market Controls the Price
No. 2: We Have More Important Things do Worry About
No. 3: Commodity Products Can’t be Price-Differentiated
No. 4: Pricing Improvement Puts Revenue at Risk
No. 5: Experienced Salespeople Know How to Price
No. 6: Compensating on Margin Ensures Good Pricing
No. 7: Pricing Has to be Simple to Execute
No. 8: Strict Compliance to Rules Ensures Good Pricing
No. 9: New Product Pricing is What Really Matters
No. 10: Sales Will Never Give Up Control of Pricing
Read this whitepaper now to read the biases behind these myths, discover why they are fallacious and learn how to create a more profitable reality.
