Pricing is a major lever for revenue and growth, but most business development professionals are not involved in setting price. In most firms, there are a three main approaches to pricing  services:Cost-plusMarket-basedValue-based In this episode, John and Mark beat up pricing and offer a new perspective to help you guide buyers to making the right decision. You'll hear them discuss:Why it's important to have pricing discussions early in sales processHow value pricing presents relieves downward price pressureElements of good pricing strategy: positioning, sequencing presentations, understanding needs, negotiating win-winHow to guide customers through options with choice architectureAn overview of common cognitive biases impact pricingShare your feedback in our listener survey: https://www.surveymonkey.com/r/8V9T6Z7

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