B2B Pricing Considerations

The start of your road map to next level pricing. With these guidelines, you can avoid simple pitfalls and increase your potential customer value.

B2B Pricing Considerations

Building the right tech stack is key

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How to choose the right tech stack for your company?

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What to consider when choosing the right tech stack?

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What are the most relevant factors to consider?

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What tech stack do we use at Techly X?

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B2B Pricing

Is your B2B product or service priced as a commodity? The good news is that your competitors are making it easier to understand what you're all offering. The bad news is that they're competing on price and probably losing money.

The problem with commoditisation is that it falls apart when consumers get confused about which product to choose. When consumers don't know what they're buying, they don't buy much. That's why we see so many businesses focus on selecting the right features for their products, and sometimes even the right colours.

Pricing Strategies 

When it comes to pricing your B2B product or service, it's essential to understand the difference between a commodity and a solution. Commodities are priced based on their market value, while solutions are priced based on their value to the customer.

Avoiding commoditisation is essential for any business looking to stay ahead of the competition. One of the best ways to do this is by creating a solution that is harder to compare to what your competitors are offering. This can be accomplished by focusing on features, benefits, and even branding.

It's also essential to analyse both basic and advanced pricing strategies to determine which one will work best for your business. Basic pricing strategies include cost-plus pricing and competitive price analysis, while advanced strategies include value-based pricing and market segmentation.

Pricing belongs to marketing. 

Pricing is one of the most important aspects of any business, yet it is often overlooked or relegated to the sales force. This can be a mistake, as pricing should be carefully considered and determined by those who understand the market and the product best

There are a few reasons why it is essential for marketing to maintain ownership of pricing:

  1. Pricing affects all other business areas, from marketing to product development.
  2. Prices must be strategic to remain competitive and drive growth.
  3. Because pricing is such a complex topic, it requires specialised knowledge and skills that not everyone in the company may have.
  4. Salespeople are happier to offer discounts to get sales. Without commercial awareness, you could be operating at a loss. 

Ultimately, those responsible for setting prices need to have a clear understanding of both the market and the product. They must also be able to do complex calculations and have a keen eye for detail. For these reasons, it is often best to leave pricing decisions up to the most qualified ones.

The Minefield of Contacts 

When it comes to B2B contracts, there are a few potential pitfalls that businesses should be aware of:

  1. Contracts can be complex and confusing, leading to misunderstandings or even legal disputes.
  2. Some contracts may lock businesses into long-term agreements that prove to be disadvantageous.
  3. Some contract terms may not be enforceable or unfair to one party or the other.

To avoid these pitfalls, businesses should take the time to review and understand any contract before signing it carefully. They should also consider seeking out the advice of a lawyer or another expert if they have any questions or concerns about a particular contract. Finally, businesses should make sure that they are comfortable with all of the terms of a contract before agreeing to anything.

Price Pressures

There are a few different price pressures that businesses need to be aware of:

  1. Competitive pressure can force businesses to lower their prices to stay competitive.
  2. Economic pressure can cause firms to raise or lower their prices due to changes in the economy.
  3. Customer pressure occurs when customers demand lower prices or threaten to take their business elsewhere.

These price pressures can significantly impact a business, so it's essential to be aware of them and how they might affect your pricing strategy. If you're not careful, you could make decisions that hurt your bottom line or fail to attract new customers.

How to measure demand

There are a few different ways to measure demand:

  1. Surveys can give you a general idea of how many people are interested in your product or service, be aware that people don't always do what they think they will.
  2. Sales data can show you how much demand there is for your product or service.
  3. You can use market analysis to estimate the market's potential size for your product or service.

Each of these methods has its strengths and weaknesses, so it's essential to choose the one that's best suited for your particular situation. Surveys are good for getting a broad overview of customer opinion, but they may not represent actual demand. Sales data is more accurate, but it only measures past demand and may not indicate future trends. Market analysis can help estimate potential demand, but it requires making several assumptions that could lead to inaccurate results.


In conclusion, it's essential to be aware of the various factors that can affect pricing decisions. These include market conditions, company objectives, and customer demands. By understanding these factors, businesses can make informed decisions that will help them stay competitive and profitable.