The Problem

There is no single “right” price for your product or service. Customer willingness-to-pay is highly variable. Unless you can set prices by customer segment, you will always be leaving revenue and profits on the table. To do this successfully you must have a deep understanding of the willingness-to-pay, the attributes of an account that dictates willingness-to-pay, and the account needs you must satisfy to command pricing at that level.


The Solution

  • Ideal customer profiles
  • Customer acquisition cost by product
  • Customer lifetime value by product
  • Account potential
  • Account scoring
  • Propensity to buy formula by product
  • Willingness-to-pay by segment


With this phase completed, it is time to move on to Phase 3: Buyers.