19 | 💰 You’re Doing Pricing Wrong — Here’s What High-Performance Companies Know That You Don’t (Deep Dive)

Host Neeta Bidwai discusses the most important things you need to know if you’re just getting started with pricing, and why monetization should always be a strategic priority for your organization. 

In this episode of Good Revenue, we cover:

- Why pricing isn’t about price points or matching the competition. It’s about validating customer needs, values, and willingness to pay.

- Ten benefits derived from pricing work, including segmentation, packages, business model evaluation, and clearer communication with customers.

- How to focus on high ROI segments instead of one-size-fits-all.

- Why pricing & packaging will evolve as you scale. Re-find product-market-pricing fit at each stage and as markets change.

- Why you have to deliver more value to existing customers to retain them. Never assume acquiring a customer means you’re done.

- Why you should explore various business models, not just usage or flat subscription, and align your value metric with what customers care most about, which varies by segment.

- How monetization can be a differentiator if you understand your best customers’ values, and why you should never assume competitors have done the work.

- Key questions and research methodologies for evaluating a single product, multiple products, or multiple brands. 

- The difference between personas, Ideal Customer Profiles (ICP), and true segmentation, and why you need to understand segment-specific value and willingness to pay.

- Methodologies like Van Westendorp, Gaber Granger, max diff, and conjoint.

- Why the entire organization should be involved in pricing - marketing, sales, and product - not just finance.

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Where to find Neeta:

https://www.linkedin.com/in/neetabidwai/

Where to find Good Revenue:

https://goodrevenue.io/goodrevenue

https://www.youtube.com/channel/UCHrhuWbpYnUwrR75H2Ip4yQ

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Highlights

00:00 Introduction to Good Revenue

00:21 The Importance of Pricing and Packaging

01:21 Top 10 Benefits of Pricing Work

03:30 Understanding Value in Pricing

05:43 Segmentation and Customer Value

08:30 Key Considerations for Pricing and Packaging

12:36 Effective Pricing Research Methodologies

18:46 Business Questions for Multiple Offerings

23:35 Implementing Pricing Insights

30:34 Conclusion and Final Thoughts

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Sound by RPS: https://www.rps-audio.com/ 

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