Price is more than a number on a quotation. It affects who considers an offer, which alternatives it is compared with, and what customers expect from the experience.
Begin with the customer segment
Different customers weigh convenience, consistency, quality, service, and risk differently. A useful pricing discussion starts with those differences.
Map the alternatives
The relevant comparison is not always a direct competitor. Customers may solve the same problem in several ways, including delaying a purchase or using an internal process.
Test the whole offer
Consider the product, service, delivery, and support together. Pricing should make sense in the context of the value proposition, not in isolation.
Review and adapt
A pricing model is a working decision. As segments and market conditions change, the logic behind it deserves regular review.