Determining Price Sensitivities in B2B Markets
June 29, 6:30 PM - 9:00 PM
Come learn how companies can avoid the trap of cost plus pricing and use a true understanding of customer price sensitivities to develop a pricing approach that promises higher revenues and richer profits. Learn more.
6:30 - 7:00 PM: Networking
Many B2B companies employ cost-plus as their main method of determining price�often resulting in price points that maximize neither revenue nor profitability. For most B2B companies, cost information is much more readily available and much more clearly quantifiable than customers� willingness to pay�resulting in an over reliance on cost as a means for setting price. This presentation highlights alternatives for quantifying customers� price sensitivities in B2B markets. It draws upon specific B2B cases where analyses of customer purchase decisions revealed pricing opportunities that were previously thought impossible.
Joseph P. Lackner is a member of the Archstone Consulting�s strategy practice. He has more than ten years of consulting and marketing experience, with a focus on helping customers leverage market insights to improve their competitive performance. Mr. Lackner has led many customer value and pricing analysis efforts for Fortune 500 and other clients in a variety of business to business markets including industrial products, business to business services, transportation, packaging, printing, and information technology.