Do you know how what you say impacts customer willingness to pay? Clarity of message is key in all things, and pricing is no exception. A customer’s willingness to pay for something can be fickle. That’s one reason why an important part of pricing is to consider the message. The message your prices deliver. What […]
How the Clarity of Message Impacts Willingness to Pay Read More »
We have a joke amongst pricing professionals that when pricing goes well, every one (all the departments like sales, finance and marketing) claims responsibility. When it’s not, they’re pointing fingers of accusation at one another. What’s also interesting is how often people leave pricing out of the discussion until the very last minute. Whether in
3 Reasons to Look at Pricing Earlier Rather than Later Read More »
When you know thy customer it’s easier to know the price. The number one mistake businesses make with their pricing is: …not taking the time to understand the customer. This usually comes in two forms, they are trying to target “anyone” or they are moving forward with untested assumptions about customers. This makes it very
Know thy Customer, Know The Price Read More »
Pricing behavior is fascinating and it is influenced by many things – like geography, culture, upbringing, industry etc. We can learn so much by simply observing the world around us. Many years ago I was in Egypt at one of the markets and there was a stall with at least a dozen signs that read
Impact of Geography and Culture on Pricing Behavior Read More »
© Copyright 2025 Janene Liston.
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The customers you choose to focus on, set the tone for your business. How you work, what you offer, how you offer it, what you charge and more.
This simple guide will help you think through which customer segments could be the most suitable for your business.
If so this guide is precisely what you need.
This is a strategic pricing decision. That’s great news. It means that by answering a few simple questions you can get to the answer.
12 questions with explanations and a simple checklist plus little critical thinking will help you decide the best course of action.
