Pricing Strategy: Value-Based Pricing

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Stefan Michel

47:18

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01 - Introduction

01 - Pricing for value.mp4

00:59

02 - 1. Value-Based Pricing

01 - Charge what you deserve.mp4

03:09

02 - Improve your profitability with pricing.mp4

03:44

03 - Create, communicate, and capture value.mp4

03:21

04 - Compare value, not prices.mp4

03:15

03 - 2. Pricing Strategies

01 - Segment your customers for fencing.mp4

03:34

02 - Define your price carrier strategically.mp4

03:29

03 - Forget variable costs, radically.mp4

02:58

04 - 3. Pricing Management

01 - Discounts are double trouble.mp4

03:19

02 - Discounting is pain management.mp4

04:12

03 - Move from free to fee.mp4

03:55

05 - 4. Pricing Psychology

01 - Frame and anchor your price high.mp4

03:05

02 - Use decoys and mental accounts.mp4

02:59

03 - Play with loss aversion when selling.mp4

04:09

06 - Conclusion

01 - Next steps.mp4

01:10

Description

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Are you charging the price you deserve? You might be able to increase revenue through value-based pricing, a strategy in which you set prices based on the perceived value to customers instead of on cost. In this course, IMD professor Stefan Michel lays out the differences between cost-based and value-based pricing, while detailing the key capabilities of value-based pricing: superior customer insights, an understanding of your market, and the abilities to manage prices and apply pricing psychology. Along the way, explore the benefits of customer segmentation and the concept of pricing as pain management, as well as how to apply psychological principles to affect how customers perceive prices.

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Stefan Michel

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Professor, Board Member, Keynote speaker, Author, Father of two

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