How does it happen that both of these truths exist among B2B professionals?
(1) They want to maximize margins, improve profit performance and increase shareholder value.
(2) Relatively few of them are focusing their attention on the most powerful lever to achieve all three: pricing.
This contradiction persists because myths about pricing have become conventional wisdom for many companies. So we put on our detective hat to uncover the false notions about B2B pricing and explain why they are so detrimental to the growth of your bottom line.
Explore myths such as:
Myth 1 - "The market controls the price"
Myth 2 - "We have more important things to worry about"
Myth 3 - "Commodity products can't be price-differentiated"
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