Franck DebaneDigital Evolution

Let your customers segment themselves by what they’re willing to pay

By 1 min read MarketingLinkedIn

In the guide Value proposition and pricing

Let Your Customers Segment Themselves by What They're Willing to Pay

Stefan Michel, in Harvard Business Review (2015): most customers look for the lowest price, but some will pay more for a better service. Rather than guessing who is who, build offers that let customers choose; as British Airways' former CEO Colin Marshall showed, capturing even a small premium from those who value it can raise revenue significantly.

Source: Harvard Business Review

First published on LinkedIn on March 12, 2015. View the original post

Franck Debane helps large companies build new ventures with Forward Partners: about a hundred programmes in more than 50 companies since 2012. He wrote Passez en mode startup (Eyrolles, 2021) and organises the Lead Innovation Day.