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Typically - if you are offering a product that provides more value than the competing alternative, customers will choose your offering. If your offer provides less value than its competing alternative, customers look elsewhere.

Britain has voted to leave the European Union. It was an unexpected result and not one that was particularly welcome to most businesses in the UK. However, the country is beginning to come to terms with the result of the referendum and the effects that Brexit may have on all our lives.

Pricing is one of the four elements of the marketing mix, along with product, place and promotion. An effective pricing strategy is vital for companies who wish to achieve success by finding the price point where they can maximize sales and profits. Companies may use a variety of pricing strategies, depending on their own unique marketing goals and objectives – and also on which industry they represent.

In a free market, competition is the norm, not the exception, and that competition will affect how you price. When competitors lower prices or new competition enters at a lower price, it is perhaps only natural to want to beat them at their own game - but the cost of price concessions may be higher than the cost of losing a customer or two.

The Pricing Challenges as a Manufacturer

Manufacturers face their own unique pricing challenges: ever-changing products and the challenge of accurately estimating a fair market price/value for those products.

Quoting in B2B can be complex - there are many challenges to navigate before the deal is finally sealed – and the nature of B2B does create some special difficulties when it comes to quoting. Lets look at some of the challenges you may currently be facing, and see how they could be resolved.