While developing your pricing strategy, it is important to remember that there is an implicit relationship between price, value and volume. In developing your pricing strategy, it is important to recognize the dynamic market relationships between price, perceived value and volume, or quantity.

We usually will pay higher prices for things that have high-perceived value and are scarce in terms of quantity available like limited edition Ferraris. At the opposite end of the spectrum, we expect to pay low prices for mass produced items that are not readily distinguishable among competing brands like copy paper.

Determining a value price is a little more difficult because one person’s value could be another person’s expensive, or yet another person’s perception of cheap. So how do you determine the right price for your products or services? It requires taking into account all three factors of price, value and volume to achieve the right balance of all these factors to maximize customer acceptance and your sales and profits.

Pricing is customer centric and therefore you should not rely on what someone else tells you are good for your customers. Their customers are usually not the same as yours. Test your pricing strategies to confirm what works best for you, given your cost structure, profit goals and what your specific market will consume at various price points is essential.

There are many options and methods to establish the price of your products or services. The pricing strategy chart below takes into account these three attributes of setting prices, volume, perceived value and price in a range of each attribute. You can use the chart below to:

• determine where your current pricing places your products or services on this chart

• re-assess your pricing to your pricing objectives

• compare your pricing chart to that of your major competitors to gage your relative product/service pricing position in the marketplace

Pricing Strategy Matrix