Understand the pricing implications of how buyers buy.


Intimately knowing your buyers needs and how they buy will allow you to capture more value from the market. Your ability to sell your solution at your desired price is highly dependent on how well your offering resonates with the buyers. Buyers have preferences for what they buy, the way they buy, and the way they pay. You must understand the wants and needs of your buyers so that you can best package and price your solutions.

Rapid Diagnostic

1. You have identified the primary buyer for each product.

2. You have identified the buying decision team (BDT) and purchasing process for each market segment.

3. You have mapped your buyers journey for each market segment.

4. You have identified the factors your buyers consider before purchasing a product.

5. You have quantified the relative importance of each of these buying factors.

6. You have quantified the perceived performance of your product for each buying factor.

7. Your value propositions been validated by your customers.

8. You are tracking win/loss metrics, including capturing why a competitor was chosen vs. your company.

9. You have researched what pricing model each buyer is used to.

10. You have researched what your buyers view as the fairest way to set prices.


• Buyer Personas

• Buying Process Maps

• Buyer Preferences

• Buyer Value Chain Analysis

• Critical Success Factors

Product Strategy
How to Update Your Pricing and Packaging for Digital Selling
There’s no doubt that the pandemic has permanently impacted daily life in every way. It’s also clear that corporate digital transformation is accelerating in every way. After all, in 2019, many enterprise sales calls absolutely had to be in person...
Read More
Sales Strategy
How a Global Sales Executive Effectively Manages a Disrupted Partner Ecosystem
Well-established tech companies have typically developed a large, multi-layer partner ecosystem that they rely on. For a sales leader in this environment, problem-solving, and having shared responsibilities with these channel partners is the only way to succeed in moving the...
Read More
Sales Strategy
Deal Optimization—A Key to Business Survival During COVID-19
Even in normal times – and these are not normal times – deal optimization is an opportunity too-frequently overlooked by revenue and sales leaders. CEOs and CFOs see the negative impacts of poorly optimized deals on the P&L – when...
Read More
Sales Strategy
Adapting Your Go-To-Market During a Crisis: 7 Steps to Mitigate Revenue Impact
Over the last week, we have seen the effects of the COVID-19 pandemic on the market, businesses, and communities. During these unpredictable times, one thing is certain; we cannot control these events, but we can control how we react.   In today’s...
Read More