Price Related Topics 
Marketing Interactions
MARCH 7, 2022
And, before we move on, let’s talk about pricing as the reason for the loss. For a high majority of your lost deals, I’m going to wager that it’s not price. It’s unlikely the buyer would have become an opportunity if they weren’t in the ballpark on price. Pricing is usually an easy way for buyers to say No.
Marketing Interactions
DECEMBER 21, 2021
Your boss expects rationalization for the price based on the return on investment the company will reap. A powerful emotion in B2B marketing is how much someone likes and trusts your brand. B2B buying decisions don’t depend on intuition, alone. So, there will be a time when logic comes to the fore more so than emotion.
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Marketing Interactions
JANUARY 30, 2017
When things go south, it’s not usually about price. We need to become customer-obsessed. I talk with a lot of customers during my work on persona and customer journey mapping projects. It’s along the lines of “they didn’t seem to ‘get’ our culture” or “we couldn’t see the value they kept saying we’d gain.”
Marketing Interactions
MARCH 8, 2017
What are the adjacent costs in addition to the purchase price and whose budget do they impact? If the project fails, how will it impact the others’ responsibilities and objectives? Will the purchase affect the workflows or processes of other departments when implemented? A lot of these issues go on when we’re not in the room.
Marketing Interactions
JUNE 23, 2017
Often, these are seen as late-stage issues, such as, “the price was too high.” This type of information is much more important in a B2B buyer persona than the type of car they drive or in which suburb they live. Obstacles are whatever could derail the deal. But obstacles can happen during any stage of the buying process.
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