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The Ultimate Guide to Pricing Strategies [A-to-Z about Pricing]


19 Oct, 2021

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pricing strategies

What price should I charge for my service or product? Should I charge too much, too little, or somewhere in between? How does pricing affect sales?

To get started, ask yourself these questions: What value am I offering? Is my product/service worth the cost? And what would happen if I charged less? The answers to these questions will give you a better idea of where you stand.

Pricing strategies take into consideration many different aspects of your businesses, including revenue goals, marketing objectives and target audience, brand positioning and product attributes. They’re also influenced not just by internal factors but also by external factors such as customer demand, competitor pricing and the overall market and economic conditions

Pricing Strategy

Pricing strategy is a marketing strategy that helps you to determine the price of your product or service, based on the market value and demand for what you offer. In other words, it is used to help you decide how much money you should charge for your goods and services. The pricing strategy will also help you know if there are any hidden costs in your product or service, such as shipping charges, fees associated with doing business online etc.

Definition of Pricing

Pricing is the act of determining how much something costs. In business, pricing is the process of setting prices for products and services.

Pricing can be defined as: “the amount charged by an organization for its products and/or services”. This definition is broad enough so that it covers all types of prices, including wholesale, retail, negotiated, fixed and variable pricing strategies. It also includes all forms of payment methods available to customers.

The importance of nailing your Pricing Strategy

Pricing strategy is one of the most important decisions you’ll ever make. If you don’t nail it, you risk alienating customers who won’t pay your asking price. On the other hand, charging too low means you’ll miss out on revenue.

A wining Pricing Strategy

A winning pricing strategy is one where the company makes money for a long period of time, even though they lose money at first. The goal of a winning pricing strategy is to create loyal customers who spend money for the company’s products and services.

Portrays value

A right pricing strategy will always help you to build or increase your portrays value, and Increasing your portray value means increasing your worth. To do that, you should focus on what makes you stand out from others. If you want to increase your portray values, then ask yourself these questions: What are my product strengths? What kind of person/company would be interested in buying my product?

Convinces customer to buy

Customer engagement is critical to any business. It’s the reason why people shop at your store versus someone else’s — even when the products look exactly the same. If you can convince customers to buy, you can make them more loyal to your brand. And the best way to do so? Through a wining and competitive pricing strategy.

Gives your customers confidence in your product

The best way to keep your customer happy with your products is to give them what they want at a price they’re willing to pay. And one of the best ways to do that is by giving them the ability to compare prices between vendors and use penetration pricing strategy.

A weak Pricing Strategy 

A weak pricing strategy usually leads to losing customers because it doesn’t provide transparency and honesty. They may need to find another vendor to get their desired products or services. Or worse, they may stop spending with your company.

Doesn’t accurately portray the value of your product

The problem here is that we don’t know what people will pay for a particular item. It may not matter if it’s the same price as its competitors, but it might matter if you’re offering something unique. If you’re selling a $1,000 car, you’ll probably have to charge at least $2,500. A $10 coffee maker could be worth just $5.

Makes customers feel uncertain about buying

Customers want to feel confident they are getting a fair price for the product they are purchasing. If they don’t know if they will receive a fair deal, they may choose not to buy from you at all.

Target the wrong customers

This could lead to lost sales if people don’t like what they see. If you’ve got lots of happy customers who love your products or services, then this might not affect you too badly. But if your business relies on repeat purchases from existing customers, then it’s likely that this will harm future sales.

Price elasticity of demand

How much does the price of a commodity affect its demand? What if the price changes dramatically from day to day or even hour to hour? The answer is pretty simple: the greater the change in price, the greater the effect on demand.

You may have heard about the famous example of the oil crisis in 1973, when the price of crude oil jumped from $3/barrel to $10/barrel within two days. This caused economic chaos because people stopped buying goods and services altogether. This led to the creation of the OPEC (Organization of Petroleum Exporting Countries) to regulate the global oil market.

When the price of a commodity rises, consumers tend to purchase less. Conversely, when the price drops, they tend to consume more. Consumers respond to price fluctuations by adjusting their consumption level to match supply and demand.

Types of pricing strategies

There are many types of pricing strategies available to online sellers. Some of them are more complex than others, but they all have one thing in common – they must be based on data. Pricing strategies can be divided into three categories: price optimization, market segmentation and competitive analysis.

Price optimization

This type of pricing strategy involves analyzing your current data in order to determine which items should cost the most money. These are typically commodities such as raw materials, components and labor costs. You would also look at profit margins and other factors involved in determining a final price. Price optimization is especially useful if you sell large quantities of inventory.

Market segmentation

In some cases, there isn’t enough data to create an accurate pricing structure using price optimization. In these situations, you can use market segmentation to divide your customers into groups with similar needs. Each group will require a different selling price point. For example, you could offer a lower price for customers located near your warehouse, while charging higher prices for those living further away.

Competitive analysis

Competitive analysis is another way of looking at your competition. By examining the prices charged by competitors, you can find out how much they make per unit sold. Based on this information, you can set your own prices accordingly. However, don’t forget to factor in the costs associated with running your website, marketing efforts and shipping costs.

The key challenge facing any online seller is finding the right balance between price optimization and market segmentation. Too little data can result in poor customer service and low profits. On the other hand, excessive segmentation leads to poorly targeted product recommendations. To avoid both extremes, take advantage of the benefits offered by each strategy.

There are several pricing strategies available in market to create amazing and attractive price for your product which will make your product’s pricing page as magnet for your upcoming customers.

Some of the popular and common pricing strategies are explained here in detailed:

1. Competition-based Pricing

When you set a price for your product or service, you need to consider how much competitive market you are going to target. If there is little competition, then you can charge whatever price you want. However, if there is fierce competition, then you should consider lowering your prices to gain customers. The best way to do this is through competition-based pricing. This means that you keep your prices stable, while increasing them when competitors drop theirs. The competition based pricing strategy is also know as effective pricing strategy as it really create an effect in your revenue.

2. Cost-plus Pricing

Cost-plus pricing is a form of pricing where a company charges customers based on the costs incurred to produce a product or service. Companies that use this method of pricing typically charge higher prices for goods or services that require greater amounts of labor or materials. This pricing structure allows businesses to recover the costs associated with producing their products while also making a profit. This pricing strategy also refer as cost-based pricing strategies.

3. Dynamic Pricing

The dynamic pricing strategy is used for maximizing revenue while minimizing costs. It is also known as surge pricing, demand pricing, or time-based pricing. By identifying market demand and adjusting prices based on supply and consumer demand, businesses can maximize profits while keeping customers satisfied. This allows them to increase revenues and reduce operating expenses.

The dynamic pricing strategy allows customers to be able to select from among different retail price based on demand for a given product at any point in time. For example, Amazon might offer free shipping for orders above $25, but charge a higher price for lower quantities. This approach gives customers greater flexibility when purchasing items.

4. Freemium Pricing

Freemium pricing is when a company offers free or discounted versions of software or other digital products in exchange for users’ email addresses or other information that allows them to track how the customer uses the product. The goal is to gain data about how customers use the product, which enables the business to better design future offerings. Freemium pricing also makes it easier for smaller businesses to compete with larger ones since they don’t need to spend as much money upfront to acquire new customers.

5. High-low Pricing

High-Low pricing is when a business offers different prices for each customer based upon how much they spend. This is often used to encourage customers to spend more money since they don’t want to be charged too much. The downside is that customers may feel like they are getting ripped off, which can create resentment. However, if done correctly, it can be effective at increasing profit margins.
High-Low pricing refers to having two different retail price for one item. This could be done to attract new customers, but also to keep existing customer from switching to another competitor. An example of this would be to charge $10 for a product and then offer a free gift when someone purchases a certain number of items.

6. Hourly Pricing

Hourly pricing strategy is a pricing model where customers pay for each hour they use your service. This is considered one of the best ways to charge customers based upon actual usage. The main advantage of hourly pricing is that it gives you complete control over how much you want to charge per customer, and when you want them to stop using your service.

7. Skimming Pricing

Price skimming strategy is when a company charges a higher price for a product/service compared to competitors, then lowers the price after some period of time. This is usually done by lowering prices after some period of time from the initial high price. The purpose of skimming pricing is to gain market share at lower costs.

8. Penetration Pricing

Penetration pricing is a pricing model used by marketers to sell a product at a lower price than competitors and to increase market share. The goal of penetration pricing is to do market penetration by increase sales revenue while reducing costs. Using penetration pricing, businesses can reduce prices for early adopters or customers who purchase large quantities of goods. However, the business must also ensure that profits do not suffer due to reduced profit margins.

This pricing method is designed for brands that want to disrupt an established market. The idea is to get a head start and then lower price points until there is nowhere left for competitors to go. When that happens, you raise the price point again and repeat the cycle until you reach profitability. You risk losing customers during this period, but the upside is that you should see high growth rates once you’ve raised prices.

9. Premium Pricing

A premium price strategy is one in which you charge higher retail price for your product. This may sound like a great idea at first, but you need to be careful about how much extra money you are charging customers. If they feel ripped off, customers will leave and never return. Instead, focus on offering excellent customer service and provide a high level of support. Customers appreciate this, and will stay loyal to your company.

10. Project-based Pricing

Project-based pricing is a method of selling goods or services where the price depends on the duration of the project. This means that the customer pays for a fixed amount of hours or money per month. If the product is well-suited for the project, the client might decide to extend the contract or give feedback about the service provided. The idea behind this method is that clients want to be able to choose how much they spend and when they can use the service.

11. Value-based Pricing

Value-based pricing is a way for companies to charge customers based on how much they are worth to them. The goal is to create a win-win situation for both parties. This approach is also known as customer centric pricing, or price discrimination. Customers who are willing to pay a premium for something should be rewarded. Companies that use value-based pricing may offer discounts to customers who purchase a large number of items, or they may increase prices for new customers.

12. Bundle Pricing

Bundle pricing is when you sell multiple items at one price to increase your profit margin. It’s common for retailers to bundle several different types of merchandise together because they are often complementary. For example, if you had a set of four shirts, each shirt would be priced individually, but if you sold them all bundled together, you could charge $30 instead of $10 per shirt. This increases your overall sales volume, which means you can make more money.

13. Psychological Pricing

The psychological pricing strategy is a way for retailers to increase sales. This strategy works by putting pressure on customers to purchase items at prices below market value. By doing this, retailers creating psychological impact that consumer will feel guilty about buying products at such low prices and will therefore be forced into purchasing additional items they might not have purchased otherwise.

14. Geographic Pricing

Geographical pricing is when a business charges different prices for the same product or service depending on where the customer lives. This technique allows businesses to maximize profits while still giving customers the best deal. Some examples include: airlines charging higher fares during peak hours, hotels charging higher rates at certain times of year, or supermarkets offering discounts based on location.

15. Economy Pricing

Economy pricing strategies focus on getting the best lowest price for your products. These strategies are often used when you need to cut down on operating expenses. For example, if you run a small store, you may not have the same overhead costs as a large chain. You can still adopt an economy pricing strategy by offering discounts to attract consumer for your product. However, there are other ways to get the best prices. If you sell wholesale, you can negotiate lower prices with manufacturers. Also, you can offer free shipping to reduce transportation costs.

How to create a Pricing Strategy?

A pricing strategy is a set of rules for how much customers should be charged for a product or service. The goal of a pricing strategy is to maximize revenue while minimizing product and production cost. There are several factors to consider while making a good pricing for product.

Some of the important factors are listed here to consider when you are going to create pricing strategy for your own product:

1. Evaluate Pricing Potential

This is the first thing you have to think about before starting a new business. If you are charging too much, no one is going to want to work there or buy anything from you. On the other hand if you are pricing your services too low, you won’t make any money. So how do you know where to price your products/services?

Well, it depends on what type of business you are in. But generally speaking, it’s very easy to figure out whether your offered price is reasonable or not.

What Is the Market Price?

What’s the average price for similar things? How much do people usually pay for these kinds of products? You need to find out the cost of living in your area so you can compare your prices with those of competitors.

Can Your Product Be Sold At A Lower Cost?

If yes, then why don’t you just do it?

The key point here is that it takes time and effort to come up with a great pricing strategy. And even after you’ve done that, you may end up changing your mind about it, because sometimes you’ll discover something better. That’s why it’s always worth re-evaluating your pricing strategy periodically.

2. Determine Your buyer personas

Buyer persona is a way to understand who your customers are. It helps you define your target audience. You can also use this information to help you design your product or service’s pricing strategy.

You can easily identify buyer personas simply by asking yourself questions like “Who am I targeting?” or “Why would someone buy my product?”. You can get more detailed information from your current customers (if you have any) or try conducting surveys. However, as mentioned earlier, it’s good to keep an eye open for new trends.

3. Analyze historical data

Businesses can make better decisions if they understand trends and patterns across time. This requires that they have access to historical data. There are many different ways to analyze historical data, but some of them include:

– Trend analysis: Looking at how things change overtime to identify possible future directions.

– Seasonal Analysis: Understanding seasonal variations in demand.

– Historical Analysis: Knowing what happened in the past to predict future results.

4. Strike a balance between value and busines goals

A business with a clear vision and mission statement can be more successful than one without. But this doesn’t mean you should forget about marketing. A business needs both values and business goals to succeed. This is why I believe that every company should have a marketing pricing strategy. There are many ways to define a marketing pricing strategy, but here’s how I would define it: Marketing Pricing Strategy = Business Goals + Value Proposition.

5. Look at competitor pricing

Competitor pricing is important when you’re developing your own pricing strategy. By looking at their pricing strategies, you can learn which approaches worked well for them and what did not. Some companies sell at a loss, others charge premium rates and still others are able to generate profit through discounts.

Pricing Model Based on Industry or Business

A pricing model is one way to decide how much you charge for something. It can be based on any number of factors such as the cost of providing the service or product, the time required to produce it, whether there are additional costs associated with it, how many people want to receive the item, etc.

Some of the industry specific pricing models are listed here with detailed information:

Product Pricing Model

A product pricing model is a strategy or plan by which prices are set for products. This allows retailers to establish different price points for similar items based on their quality. By using a product pricing model, companies can determine how expensive they want to be at various price points. For example, a company may decide to make one type of shirt more popular than another. If this happens, the company might lower the cost of the less popular item. As a result, the amount of people who purchase the more popular shirt could increase, thereby increasing sales.

Digital Product Pricing Model

Digital product pricing model refers to selling digital products through web portals. This model is different from traditional retail because there are no physical stores where customers can go to purchase these products. Instead, they can simply browse through their preferred website to find the desired product or service and make payment online. This means that if you want to list your digital product for sale on the marketplaces such as ThemeForest, then you must first develop a plan regarding how much price you should set it at.

Restaurant Pricing Model

When you’re thinking about restaurant prices, you need to take into account not just the cost of the ingredients but also the cost of production, including the physical costs, overhead costs, and service costs etc.

As you are likely aware, restaurant pricing is based on many factors, including menu, location, time, service level and other variables. While there can be some general guidelines, all restaurants have unique pricing structures. You should expect to see any number of variations on the following themes:

Menu Price – The overall price per dish on the menu

Dish Price – The price of each individual dish served

Saving/Discount Price – The discount offered if you buy multiple dishes

Special Menu Items – Dishes that only appear on certain days of the week or holidays

Seasonal Specials – Desserts served during holiday periods

Value Meal – A meal consisting of several small courses presented together at a discounted price

All-You-Can-Eat Buffets – Most buffets offer unlimited servings of food, although the portion sizes vary greatly. Prices range from free to $20!

Coupons – Restaurants often offer coupons that allow diners to save money on their meals. Coupons usually come in the form of paper tickets or electronic vouchers. They are frequently given away at special events like concerts and sporting events.

Event Pricing Model

As you are likely aware, event pricing is one of many ways to charge attendees for events. It is especially popular with conferences where the bulk of revenue is based upon ticket sales. Event pricing comes in a variety of forms, depending on the size of the event and whether it is held indoors or outdoors. These include:

Attendee Fees – Usually charged when an attendee RSVPs to an event

Admission Fee – Charged to enter the venue and view the event’s speakers

Venue Fee – Charged to use the facilities provided by the venue

Reserve Fee – Charged to reserve a table for a specific date

Sponsorship – Charged to sponsor an event

Contribution – Charged to contribute to a non-profit organization

Fees for Food & Beverage – Charged to serve food and drinks at an event

Service Pricing Model

This model allows you to have more control over the pricing structure of your product. The customer pays for the service they want at an agreed upon price, while the company keeps all other revenue streams out of their hands. There are different ways in which this can be applied, but it essentially means that the business owner has no direct relationship with customers. It is still considered CRM because it focuses on marketing and sales, but it does so by building an entire ecosystem around them.

Non-Profit Pricing Model

It refers to a pricing model where the price charged by the seller is set below market rate. This type of business model has been adopted by a number of organizations that are committed to making health care more affordable for consumers. These types of businesses have no profit motive but they serve their community with a mission statement that includes providing services at cost.

Education Pricing Model

We at education pricing model are committed with our audience by providing them best and relevant information about their educational needs. By focusing on the customer experience, education pricing model helps students and parents to find the right place for their child’s or student’s studies.

Real Estate Pricing Model

There are different types of real estate property pricing models like Seller’s Market, Buyer’s Market, Fair Market Value, etc. To determine the market price for real property, all parties involved must agree on how to arrive at the fair market value of the real estate. An example of this would be a buyer who wants to purchase a home and the seller wants to sell his/her house. Both the buyer and seller will work together to arrive at the fair price.

Agency Pricing Model

If you are looking for a way to get more clients who can afford your services, then agency pricing model may be just what you need. It’s a very simple concept and all you have to do is to ask yourself if you want to work with someone who has money or someone who needs money.

Manufacturing Pricing Model

A manufacturing pricing model is a way to price products based on their costs rather than their margins, as well as how much they are worth to consumers. It is also often referred to as cost-plus pricing or cost plus discounting. The idea behind this type of pricing is that manufacturers should be paid for producing something according to their actual production costs. As long as the product has some profit margin attached to it, then the company can charge more for it. This encourages them to make better quality products.

Ecommerce Pricing Model

If you are looking for ways to get more customers, then you should consider eCommerce pricing model. This can be very beneficial to you if you have a product or service that is worth money, but you don’t want to risk losing any potential customers because of high prices.

Pricing Analysis

The pricing analysis is one of the most important parts of any business plan. It allows you to determine whether or not your market is large enough and whether or not your product is priced at a point where you can make money in an efficient manner. You should always try to keep in mind that there is no such thing as too expensive when it comes to pricing your product. If your product is overpriced, then people won’t buy it. On the other hand, if your product is underpriced, then you might lose out on sales due to competition. Therefore, it’s essential that you know exactly how much each item costs so that you can price your product appropriately.

How to conduct a Pricing Analysis

A pricing analysis is a way to determine how much each product should cost based on all the costs associated with producing and delivering the product or service. It’s often done by comparing similar products.

We can do pricing analysis by following steps:

Step 1. Determine the true cost of your product or service

When calculating the true cost of a service or product, you’ll need to include both fixed and variable costs into your calculations. After you’ve determined the costs, subtract them from your existing price.

This may seem like a simple question but it can be very difficult to determine if you are charging too much or too little for your products and services. To make sure that you are pricing correctly, here are some things to consider:

1. How much does it cost to produce?

2. What are the materials used to create the product?

3. Is there a minimum order quantity?

4. Are there any taxes added to the final price?

5. Do you offer free shipping?

6. Does the customer pay for any additional fees?

7. How many times will the customer use the product?

8. Will the customer return the product?

9. What is the average life span of the product?

10. How much does it sell for on the secondary market?

Step 2. Understand how your target market and customer base respond to the pricing structure

With regards to pricing, there are many different factors that influence whether or not people choose to buy your product or service. A few of these include price elasticity, brand loyalty, and the size of the market. Price elasticity refers to how responsive consumers are to changes in price. If a consumer is more sensitive to changes in price, then they can be considered to have higher price elasticity. Brand loyalty refers to consumers who are loyal to a particular brand because of their familiarity with the brand itself. Lastly, the size of the market refers to the number of potential customers available for a given business.

Step 3. Analyze the price set by your competitors

If you want to understand how much your competitors are charging for their services, all you have to do is analyze the prices they charge or the packages they offer. This information can be found in the company’s website or through social media marketing.

Step 4. Review any legal or ethical constraints to cost and price

There are many different factors that determine the cost and price of a service. Some of these include the type of services offered, the location where they are provided, the amount of time spent by providers, the number of people involved, the level of expertise required, the equipment needed, and more. All of this can make pricing difficult, especially if you are new to the industry.

Pricing Strategy Examples

1. Dynamic Pricing Strategy – Chicago cubs

My friends and I go to Cubs games whenever we’re in town. It’s always fun to look for tickets, but each time we check prices, the price has changed slightly. Buying tickets six weeks in advance may be different from buying them six days before. And even more so when it comes to ticket prices at the gate.

Dynamic pricing is when you charge different prices for different people or different times. Prices for Cubs games tend to be higher during holiday periods, too, when there are more visitors to the city and they’re more likely to attend a game.

2. Freemium Pricing Strategy – Hubspot

Hubspot offers a free version of its product. However, if you’d like to scale your company, you’ll have to pay for premium services.

HubSpot also offers a free version of its platform for all users. However, because HubSpot’s services are not fully functional in the free version, companies need to purchase a subscription to unlock full functionality.

3. Tiered Pricing Strategy – Groupon

Groupon charges businesses based on the number of deals they provide. For example, if you provide 10 Groupons, you would only be charged $100. If you provide 100 Groupons, you would be charged $1000.

4. Discounted Pricing Strategy – Amazon

Amazon provides discounts to customers who purchase products from them frequently. They also allow customers to create an account which allows them to track their purchases over time.

5. Free Trial – Dropbox

Dropbox gives away a trial version of its software so that users can try out the service before purchasing. The trial version has limited features but still allows customers to see what the service is like.

6. Penetration Pricing Strategy – Netflix

Netflix is an example of penetration pricing: entering the market by offering a low price (remember when it was $7,99) and increasing prices over time Over the past couple of years, I’ve noticed several price increases come through my own inbox, so I’d say it’s time for another one.

Despite its increase in subscribers, Netflix continues to retain and gain customers. Yes, Netflix only increases their monthly subscription fees by $1 or $1.99 each time, but they always do so consistently. Who knows what the prices will be in five or 10 years?

7. Premium Pricing Strategy – AWAY

There are lots of premium pricing strategies, including Rolex, Tesla, and Nike. AWAY luggage is one that I thought of right away.

Do you really need to spend almost $500 on luggage? If you ask me, I’d say no, especially since just last week I bought a two-piece Samsoniteset for one-third the price. AWAY has been very successful even though it charges a high price for its luggage. Because when you buy AWAY, you’re buying an experience. The unique branding and the image AWAY portray for customers makes the value of the luggage equal to the purchase price.

8. Competitive Pricing Strategy – Shopify

Shopify is an online store management system that helps businesses manage their online stores and sell their products. Shopify — has an affordable pricing strategy.

There are a number ecommerce software options on today’s market. Shopify offers a unique set of features and prices that differentiate it from its competition. They have three different price points for their products, with a number of customizable options available.

Shopify offers a wide range of features and tools for every type of business, making it an excellent choice for anyone looking to start their own online store.

9. Project-Based Pricing Strategy – Courtney Samuel Events

Planning a wedding can be expensive. As for managing the fees, I’ve found that the bundle, project-based fees work best for me. For example, my wedding planner charges one flat rate for her services. This pricing strategy focuses on the value of outcomes instead of the value of time spent on calls, meetings, or projects.

Because vendors like Courtney usually provide a variety of services (wedding planning, day-of coordinating, physical meetings, etc.) in addition to spending time helping people answer their questions and provide thoughtful suggestions, a project based fee better reflects the value of her work than an hourly rate. Project-based pricing works well for clients and companies who prefer to pay a flat fee or a monthly retainer instead of dealing with hourly rates or invoices.

10. Value-Based Pricing Strategy – INBOUND

INBOUND doesn’t let customers pick their own ticket prices, but it does offer a range of ticket prices from which customers can choose By offering different ticket levels, customers can choose which experience they want to have.

However, INBOUND ticket prices change with time, so this pricing strategy could also qualify as dynamic. As the INBOUNDS event gets closer, tickets usually increase in price.

11. Bundle Pricing Strategy – State Form

State Farm is known as a company that makes fun of itself by making light of serious topics. You can get quotes for either one or both of these plans, but getting a quote for both can save you money.

State Farm benefits from bundling their policies, and consumers benefit from paying less than they normally do when they use two different insurance providers for both home and auto coverage.

12. Geographic Pricing Strategy – Gasoline

Gasoline prices tend to be high in some states, but they’re usually lower than average in others. For example, in California, gasoline prices have been consistently hovering around $3 per gallon for the past 10 years, whereas in New York, gas prices have averaged $2.50 per gallon since 2010. On the one hand, gas prices in India have been in the $2 per gallon range for the same time period. On the other hand, gas prices in the U.S. have been in the $ Laws, environmental factors and production costs all influence the price of gas in California which causes the geographic disparity in the cost of the gas.

Rapid-fire bonus pricing strategy advice

1. You should localize your pricing to the currency and willingness to pay of the prospect’s region

If you are looking at a market where you have no presence or understanding of the target customer, then you can consider applying different pricing strategies such as targeting only low-income customers or high-income customers.

2. Freemium is an acquisition model, not a part of pricing

Freemium is an interesting concept around pricing. It’s a business model where customers are charged for access to certain features or services, but those who want everything at no cost have free access.

3. Value proposition matter oh so much

If you are planning to have a successful business online, then you should know how to define your brand properly. This will help you to build trust with your customers. Your brand identity can be defined by your product or service, the market segment you serve, the target audience you address, the price point at which you want to sell the product or service, and many other things.

4. Don’t discount over 20%

This is one of the most common mistakes made by businesses when it comes to pricing. Discounting is something that should be done very carefully, since it can destroy your reputation and credibility.

5. For upgrades to annual discounts , don’t use percentages and try offers

Upgrades to annual discounts are usually based on percentage points. However, this doesn’t work well for companies that provide monthly subscriptions. Instead, try using fixed dollar amounts or even free trials.

6. Should you end your price in 9s or 0s? Depends on your price point

Should you end your price in nine digits or zero digits? If you are selling products priced above $10,000, then you might want to go with nine digits. On the other hand, if you are selling products below $100, then you may want to choose zero digits.

7. You should experiment with your pricing in some manner every quarter

You should always test out the prices of your products and services. You should also test out the prices of competitors’ products and services.

8. Case studies boost willingness to pay quite a bit

Case studies are great tools for increasing the willingness to pay of your prospects. They show them what others are paying for similar products and services.

9. Design helps boost willingness to pay by 20%

People tend to buy more items from stores that they like. Therefore, you need to make sure that your website looks good and has a clean design.

10. Integrations boost retention and willingness to pay 

Integrations allow users to get more value from their applications. Integration allows users to combine functionality across multiple apps into a single app.

11. Free trial boosts retention and willingness to pay

Free trials give people time to see whether they like your product or service before committing to a purchase.

12. Offer discounts during peak periods

Peak seasons offer special deals to attract new customers. Offering discounts during these times can increase sales.

Get your Pricing Strategy right [Final thoughts]

The best way to find out what works for you is to do research. The key thing here is to understand your customer base and what makes them tick. Once you’ve got that knowledge, you’ll be able to create the perfect pricing strategy.


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