Episode #203:

Barbara Toens, Global CMO at Gantrex, explores the often-overlooked impact of pricing on trust and long-term business value. She explains that strategic pricing, when aligned with how customers perceive value, often outperforms a sales volume–driven approach in driving profitability. Rather than relying on traditional cost-based models, Barbara advocates for starting with deep customer insights to set prices that reflect both market expectations and brand positioning.

"Pricing is one of the key revenue drivers, and probably the most effective. Your price setting also sends a communication message because your price point signals something. It immediately sets an expectation within your audience." - Barbara Toens

Barbara also underscores the importance of integrating pricing decisions into a broader, cohesive marketing strategy. Maintaining price integrity, she argues, not only strengthens brand credibility but also builds lasting client relationships. By treating pricing as a trust-building tool rather than a quick-revenue tactic, businesses can develop more resilient growth strategies that withstand market shifts and changing customer demands.

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