Value-based pricing - what it is and how to implement it

Read our introductory guide to value-based pricing and how to implement it in your business.

Helen Cockle

Value-based pricing is one of the best-liked pricing models for small business owners. However, it is frequently misunderstood. This is why we've compiled this short guide -keep reading to learn more about how to apply value-based pricing.

Value-based pricing - explained

A value-based pricing strategy refers to a strategy setting prices based on the perceived value of the product or service in question. This pricing model can be particularly beneficial for companies offering unique or high-value products. There is a number of other advantages to value-based pricing models - your pricing structure can be adjusted when you improve your offer. If your pricing method is based on thorough research, you can also identify whether your customers are willing to pay more for your product or service and thereby increase your price point from the start. Another perk of value pricing is the insight you get into your customers' needs and wants. Having a good idea of how your product is perceived in your target market will allow you to respond to their needs when developing a new product or improving your existing offer. The research required for a value-based pricing approach is also likely to help deepen your relationship with your customer base, as it requires thorough research, surveys, and face-to-face interviews with clients.

Pair on Raybans
A value-based pricing strategy refers to a strategy setting prices based on the perceived value of the product or service in question.

Applying a value-based pricing system to your company

When deciding on and implementing a value-based pricing model it is advisable to first break down your offer into different bundles. This means you can have different price points to please each particular customer segment. Also, if there is a tiered system of bundles, you can ultimately aim at upselling clients.

Then, identify how much to charge for each of those bundles. This is best done by analyzing customer personas, interviewing clients, and consulting with experts. Of course, you can always tweak your pricing strategy in the future.

Once the pricing bundles have been defined and the respective prices set, it is crucial to communicate the changes to your pricing model to clients. Explain the different pricing options as well as the specific value you can provide through your offer.

When changing pricing strategies, it is advisable to have a smooth transition. Start with some clients and gradually convert the rest of your existing customers. Start with a newer client, possibly a smaller account, rather than an old client with a longstanding relationship.

Of course, you have to keep adding value to your product - keep your clients interested through innovation. This might help upsell your clients into your higher-priced bundles and thereby increase your revenue.

Man and woman in office
When deciding on and implementing a value-based pricing model it is advisable to first break down your offer into different bundles.

Downsides of value-based pricing

There are some downsides to value-based pricing. It requires a significant amount of time and resources. Calculating customer valuations and quantifying buyer personas can take up a considerable amount of resources.

There are some downsides to value-based pricing. It requires a significant amount of time and resources.

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