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What is Price Discrimination?

It's a fact that no two customers have the same Willingness to Pay, but you naturally want to capture as much of each of your customer's Willingness to Pay as possible. The answer could be to charge different prices to different customers – known as price segmentation or price differentiation.

• Are your customers suffering from price tag shock?

• Is price sensitivity hurting your sales?

• Are your customers rejecting your product or service?

• Do you know why this is happening?

• Do you really know your niche and your customers? 

However great your product, if it's not selling there's likely to be an issue with price sensitivity - and if any or all of the questions above are familiar to you or your business you might need to reflect long and hard on this thorny issue– and how you can more easily convince your customers to part with their cash.