Creating Tangible Value That Customers Are Willing to Pay For

Price is the economic number that is a fair exchange for the value provided by the supplier's solution. But how is tangible value created, how is that value calculated, and what influences the customers’ willingness to pay for the value? To address these questions, this paper provides a step-by-step process for establishing and governing pricing through the following topics:

1. Tangible Value Framework
2. Assessing Willingness to Pay
3. Testing the Value Equation

1. Common Pricing Pitfalls and How to Avoid Them
2. The Pillars of Pricing Power
3. Creating Tangible Value That Customers Are Willing to Pay For (this paper)
4. Price Design
5. Manage Your Pricing Roadmap