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What A Dead Squirrel Can Teach Us About Value Pricing
This session is based on one of FastCompany’s most popular articles. To help us understand what customers truly value, we will use a Dead Squirrel as a metaphor. Many organizations struggle to articulate the value we deliver to our target customers. We resort to what we are most comfortable discussing, namely our product features. Consequently, we leave it to the customer to translate our features into reasons why they should buy. And our pricing and products become commoditized. We become afraid to charge prices that capture our fair share of the value we deliver. Salespeople discount too much and too often. Understanding our customers’ “Dead Squirrels” will allow us to confidently charge and obtain higher prices.
Baron Strategic Partners
Neil Baron is the founder of Baron Strategic Partners, a consulting firm focused on helping organizations accelerate revenue growth through implementation of product marketing and product management best practices. He is regularly one of the most popular presenters at Product Camp Boston. He is the co-founder of the Boston Product Executive Forum and the Product Leadership Council. He has written extensively for FastCompany, Pragmatic Institute, Sales and Marketing Management and other media. He has delivered guest lectures at MIT, Tufts University, Babson College and Ohio State. Outside of work he enjoys competitive tennis and playing the trumpet.
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