Most buyer and seller companies misunderstand price. Buyers, because they want the lowest price (price is all), and sellers because they do not understand the value of price. I am going to discuss Price as a business improvement tool and Price as an investment, for all companies. Companies are sometimes sellers and sometimes buyers.

1. Companies Misunderstand Price
Most buyer and seller companies misunderstand price. Buyers, because they want the lowest
price (price is all), and sellers because they do not understand the value of price. I am going to
discuss Price as a business improvement tool and Price as an investment, for all companies.
Companies are sometimes sellers and sometimes buyers.
Have you ever in your planning process thought of improving your business (read profits)? What
do you think about first? You think about increasing market share or of cutting costs. How many
have your prime strategy of increasing price. How many think of adding value and price, or
differentiating and price, or telling a better story to skew the price in your favour? I’ll warrant,
very few!
And when buying or selling do you ever think of price as an investment rather than a cost? How
do you talk about value and the value of your product as an investment? You will buy this suit
and use it for 5 years, versus this one which is a throwaway? Or this car will cost me less
because maintenance is less and resale value is high? Or this car will be worthwhile because it
enhances my image and self esteem?
So, rethink and use price as a prime strategy for improving business and profits, and for thinking
of what you are buying and selling as an investment.
If you do this, you can graduate to thinking beyond price as the only way to sell, and think
Customer Value and Value Creation.
Gautam Mahajan is a thought leader in Creating Value and can be reached at
mahajan@customervaluefoundation.com
Gautam Mahajan, President-Customer Value Foundation
M: +91 9810060368
Tel: 11-26831226, Fax: 11-26929055
email: mahajan@customervaluefoundation.com
website: http://www.customervaluefoundation.com
Customer Value foundation (CVF) helps companies to Create Value and profit by Creating Value for the customers, employee
and for each person working with the companies.
Total Customer Value Management (TCVM) transform the entire company to focus on Creating Value for the customer by aligning
each person's role in Creating Customer Value and getting shareholder wealth and Value.