For many years, selling practices have been based on selling a product rather than helping buyers in making an informed decision on how to buy. Indeed, products/services are sold when sellers pitch the product well. Or they get sold when sellers create great personal rapport with prospects or when the script is exceptional. But buyers buy using their own intricate and unique buying processes that sellers have had no way to understand.

We might understand the need, or how our product fits into a prospect’s environment, but because we don’t live in our client’s culture, we have no way to directly influence what goes on internally for our prospects to reach a purchasing decision. Earlier, sellers were required to give prospects the complete set of facts about their products. We didn’t have access to the types of branding or graphic possibilities we have today, not to mention the Internet. Now, buyers have access to as much information about any given product that sales people do and more. Product or service pricing on the internet is not as critical as many of you have heard, yet these pricing techniques are important marketing components and should not underestimated.

Right pricing management accompanied with proper marketing strategy can raise your revenue. Any product or service you desire to market should be market-checked and compared to those, which are most similar to yours. The main three parameters that should be defined and analyzed include market niche, demand and competition.

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