A "one size fits all" approach won't serve you well when it comes to pricing, and sustained discounting isn't the answer either. Ron Wood, director of specialist consultancy Pricing Insight, says a successful pricing strategy will be based on segmenting your customer base to develop appropriate pricing for each group, then equipping your sales force to understand the value your products offer. Avoid "cost plus" pricing at all costs - you'll either underprice and lose margin or overprice and lose sales.
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