HomeResearch Articles Making the Move to Value-Based Pricing

Making the Move to Value-Based Pricing

  • Year after year, many b-to-b organizations improve their products but fail to increase price in sync with the greater value they provide to buyers
  • A large percentage of buyers are willing to pay higher prices for products, assuming a price increase is justified by the delivery of increased value
  • To implement value-based pricing, organizations must learn to understand buyer value and overcome the fear of lost business that may result from higher prices
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