Como evitar as armadilhas da guerra de preços e dos descontos que podem prejudicar a imagem e as margens da sua marca?

Context can be as simple as differential pricing. Supermarkets for example often have a good, better, best, offer of essentially the same product, but by offering this pricing ladder the consumer is given a choice.

By implementing the good-better-best strategy, a business will offer 3 versions of the product - inferior, base model, and superior goods. Due to customers' tendency to avoid (i) overpaying; and (ii) low-quality products, the mid-priced option is generally perceived as a safer choice for consumers.

Context can be a misleading framework for setting prices. While it helps position your product, it can also create artificial value that doesn't resonate with actual customer needs. As Warren Buffett said, "Price is what you pay. Value is what you get." Focus on delivering intrinsic value rather than manipulating perceptions. Authenticity trumps artificial context in the long run.

I totally agree with this and it's a step in the right direction. Because what will people be getting over paying more if not for the benefits.

I work with service based businesses struggling with pricing, discounting and competition fear and have them take a hard look at the quality and value of their services and more important, their perceived value to their ideal client. If there is a disconnect or room for improvement, the goal is developing experiences for their clients that really set them apart. We set strategic pricing, then look at client perception and start getting an idea of what needs to be done to command both fair and profitable pricing. This may mean they are the most expensive in town because they warrant it but it will never mean they are the least because that will create a "lessor" perceived value. Remember, you want to be thought of as "worth every penny".

Value-based pricing is in line with how much customers value a product. It is possible to measure a product's psychological differentiation value indirectly through surveys or A/B tests, to determine the price a customer will pay for it when compared to the next best alternative.

The ability to charge more will also depend on your Customer Value Proposition: What problem do you solve? What solution do you provide? What is the value of not having that problem anymore? How does that compare to the price you are asking? When you effectively communicate the perceived value of your product or service, you are getting your ideal customer to imagine their future state (without the problem) and reaching for their wallets without pushing back on price.

Given the price sensitivity and affordability of different customers, a business can design and diversify its product offering by: 1. Setting different price metrics (e.g. per-annum, per-month, per-day, per-hour, per-use) 2. Augment the base offer (e.g. 30-days money back guarantee) 3. Reconfigure the base offer (e.g. in batches of 6 instead of 12 units) 4. Change the payment terms (e.g. monthly installments)

Framing prices can backfire by making customers feel manipulated. While presenting prices in a certain way can influence perception, it often undermines trust when customers realize the trick. As Steve Jobs emphasized, "People don’t know what they want until you show it to them." Show the real value of your product honestly, and let customers appreciate it without gimmicks.

FOMO (Fear of Missing Out) is a psychological phenomenon in which customers feel like they are going to lose out on buying an amazing product at a great price. Usually, it is associated with scarcity of stock availability and limited-time offers.

Personalization in pricing can erode customer trust. While tailoring prices might boost short-term sales, it can create a sense of unfairness among customers who discover different pricing for the same product. Seth Godin warns, "Trust and attention – these are the scarce items in a post-scarcity world." Build trust with transparent, consistent pricing and focus on personalizing the product experience instead.

The article emphasizes the importance of pricing in business and discusses key principles and strategies of pricing psychology, including context, emotions, framing, scarcity, and personalization. The article highlights the crucial role of the customer's perception of value in pricing and provides useful tips and tactics to create a perception of value and quality. By applying these principles and strategies, businesses can optimize their pricing and achieve their goals while avoiding common pricing mistakes.

One of the ways we consistently achieved a premium price in our B2B businesses was to provide the customer with evidence that buying our product would save them money. This made it easier for purchasing departments to justify the expenditure - and it also made the purchasing departments look good.

Other than dynamic pricing, customers are more willing to pay for a personalized/customized product that caters to their preferences and needs. This is a differentiation strategy that sets a business apart from its competitors and avoids the pitfall of price wars.

Precisamos entender que no preço de venda, nem tudo é custo, ou seja: há despesa e investimento que requerem retorno. E para estas variáveis controláveis (despesa e investimento) nós podemos apropriar da forma que nossa estratégia necessita. Por isso, na minha opinião, devemos identificar corretamente custo, despesa, e investimento. Fusões de empresas permitem maior flexibilidade.