The 2020 Mid-Year Economic Update_long

First Steps in Strategic Pricing

MDM Audio Conferences recently featured consultant Mike Marks and attorney Gene Zelek in Strategic Pricing: Create a Value-Based Approach." The two told participants they must go beyond traditional pricing practices, segment customers and not be afraid to differentiate based on price. This article is based on that audio conference.

If you are implementing a pricing structure from scratch, and want to unfreeze an organization from its old habits, plan for at least 12 months of work to "make it stick." Keep in mind: "It's more than just coming up with a new price sheet and imposing it," says Mike Marks, a principal in Indian River Consulting Group.

Here are a few thoughts to get you started.
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