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All the pricing strategy and management in the world is useless unless your sales and channel partners strategy makes your price a reality in the marketplace, one customer at a time. The fundamental tenet of pricing is that management must create and sustain an environment where sales and customers are forced to acknowledge and pay for value delivery. That is, management has a responsibility to provide sales and partners with skills and tools to improve sales effectiveness, price qualify buyers, make the value case and to negotiate tradeoffs — price concessions for value concessions.
A popular misconception is that pricing and sales are inherently at odds. In fact, the opposite is true. Good pricing practices enhance sales capabilities and effectiveness. Better pricing increases negotiating power, shortens the sales cycle and rewards sales for capturing more profitable revenues. So good pricing is anything but in the way of the sale. Our objective is not only to close the sale, but to do it profitably — for the customer and for the firm. The goal is win-win.
Value and Pricing Partners provides training and tools to not only build pricing capabilities, and increase profit margins, but to sustain those capabilities over time.