Whatever you sell, pricing could be anything: from ‘Free’ to ‘Tons of money’.
Pricing does not have to be ‘cost base’; if you can sell something for 10000 Euro that only cost you 100 Euro, why not do so? Maybe you are scared that the customer will realise at a later stage that he might have been able to get it cheaper…
In practice, pricing should be guided by:
- The value to the customer. This is also called “value based pricing / selling”
- Say your solution can save the customer 10m Euro, how much should you price your solution?
- You can use NPV & DCF to estimate the value to the customer
- Value is none the same as price. As Warren Buffet says: “Price is what you pay, Value is what you get”
- The price of competitive offerings. That’s why understanding the competition is useful!
- Your costs – you want to make profit after all
In a customer engagement, don’t come too early with price discussion:
- It tends to ‘pollute’ the discussion
- You want to understand the customer needs first