Market conditions are often in flux, and B2B companies need to maintain flexibility in the face of unforeseen circumstances, such as supply chain disruption or swings in the economy.
This ongoing uncertainty puts salespeople in a painful position, requiring them to go back to their customers repeatedly with frequent price changes. They have been the “bearer of bad news,” if you will, from everything from limited product availability to repeated price increases.
B2B companies need to ensure that their pricing strategy accurately reflects real-time market conditions while driving understanding with the sales team as to how prices were derived and why price changes are necessary. Without this, sales reps are unlikely to trust the prices and revert to previous discounting behavior.
Prices also need to make sense to customers, without the need for sales reps to intervene, as more business shifts to e-commerce. The price transparency inherent with e-commerce has challenged many companies to rethink their approach to pricing, which has largely been relegated to a labyrinth of spreadsheets, emails and inflexible pricing systems of record. Being able to deliver a market-relevant, customer-specific price is critical regardless of sales channel, yet many companies’ existing technology infrastructure and commercial processes are not up to the task.
What is Price Optimization?