Dear GTM Strategist!
I love to think of pricing as the only element of the marketing mix that makes money, and others spend it.
As a savvy business person, I am sure that you are as excited as I am about this post, which will be dedicated to pricing.
This is how I see pricing - it is a unit of value exchange that the product creates for the target audience. It is our job to capture some of this value to build sustainable business models.
Makes perfect sense, doesn’t it?
Then why, oh why, do many go-to-market companies treat pricing as a “set it and forget it” task and hesitate to change prices even though their products (=value added) got much better and everything else got more expensive?
The answer is loss aversion.
We are afraid that we are going to be rejected.
Or lost something that we consider to be already ours.
Here is the worst example of it:
I mentored an analytics company - Supreme Product. One of their first customers was a Fortune 500 company from the US - well, one of th…
