The Problem

In B2B markets, there is no single “right” price for a customer. Customer willingness-to-pay encompasses a range of viable price points. Understanding that range through Van Westendorp, Gabor-Granger and similar techniques is critical to optimize price levels, and to prevent value from slipping through your fingers. Studies of historical win rates, market projections and financial modeling can allow an executive to make small changes that make material impacts to the top line at almost zero cost.


The Solution

  • Van Westendorp Pricing Levels
  • Price optimization analysis
  • Revenue Risk Modeling
  • Price list construction


With this phase completed, it is time to move on to Phase 12: Structured Discounting.