Pricing Concept: The Value-Based Pricing Method in Six Steps

This post provides a detailed & practical explanation of how to apply the value-based pricing method in a B2B setting.

During my two-plus decades of teaching and consulting work on pricing strategies, if I had to name one concept that is discussed, idolized, revered, seen as a magic bullet, reviled, abandoned, and misunderstood more than any other, it is value-based pricing (also commonly known as “value pricing”). The method creates more anticipation, confusion, and an…