Price is a construct of the Seller.

The Buyer doesn't care what the Price is.

He only cares about the Cost to him.

Same thing? Kinda. But it's a different perspective and one that puts the customer first, not the seller.

It may not specifically change your pricing strategy, but it might change the way you communicate your price.

As an example...

Offering me a 50% discount from the Recommended Retail Price is sending me two messages I don't really care about.

- I don't care about the RRP

- And I don't care about the amount of the discount

What I really care about is the final cost to me.

Here's a link to the article I wrote on pricing that inspired this discussion - https://bit.ly/3cxZ2Ez

#pricingstrategy #consumerinsights #buyer