Pricing is a major lever for revenue and growth, but most business development professionals are not involved in setting price. In most firms, there are a three main approaches to pricing  services:

1. Cost-plus
2. Market-based
3. Value-based 

In this episode, John and Mark beat up pricing and offer a new perspective to help you guide buyers to making the right decision. You'll hear them discuss:

• Why it's important to have pricing discussions early in sales process
• How value pricing presents relieves downward price pressure
• Elements of good pricing strategy: positioning, sequencing presentations, understanding needs, negotiating win-win
• How to guide customers through options with choice architecture
• An overview of common cognitive biases impact pricing

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