Vocatus Pricing & Selling Blog
Pricing and selling powered by Behavioral Economics
Un-casting the discounting spell
For many companies promotions and ridiculous discounts are easy actions to attract more customers and increase sales – it almost seems magical. But it’s not! Read here how discounting ruined an entire industry and how you can escape the curse.
Telco pricing: How to secure margin in times of data commoditization?
The rise of unlimited data plans significantly challenges the business model of the telco industry. Read here how you, as a telco, can secure revenue and margin in times of data commoditization.
Dynamic Pricing: The Dos and Don’ts
Dynamic pricing is considered the gold standard of e-commerce pricing. Some rules, however, should be observed when incorporating dynamic pricing in your pricing strategy.
What does Brand Positioning have to do with behavioral economics?
Behavioral pricing and selling focus on the role of the price in the decision-making process. But what does behavioral pricing and selling have to do with strategic questions such as brand positioning?
Smart portfolio management increases user financing in public transport
Case study public transport —
how to improve your subscription rate through smart portfolio management and thus increase your user financing.
How to increase Conversion at Digital Touchpoints? With BEAT Maps!
Today online stores and apps are not only critical instruments for managing customer relations but are increasingly becoming relevant sales channels. Read here how to optimize your online channels for sales using Behavioral Economics Activity Tracking Maps (BEAT Maps).
Price acceptance, not willingness to pay – a concept for better pricing
Read here why the concept of willingness to pay is misleading, and why you should instead speak of price acceptance for truly successful pricing.
XaaS – Anything-as-a-Service
Anything-as-a-Service (XaaS) offers enormous opportunities as a business model. Not only, but especially during a crisis.
How to adapt selling to the crisis
The crisis challenges the way we (can) do selling. Read here, from a behavioral economics perspective and our own observations, how we can adapt to this new situation in sales.
Market simulation tools in pricing
Market simulations are among the most powerful, but also most demanding tools in pricing. Read here why conjoint analyses are an ideal basis for market simulations, but only if they take into account the findings of behavioral economics.
Why personas are not suitable for pricing and selling
On their way to customer-centricity, many companies start developing so-called personas: prototypical users. Although we should welcome this change of perspective, the use of personas bears some risks.
What IKEA can teach you about pricing and selling game
IKEA rules the pricing and selling game. One of the reasons they are so successful is because they understand and influence their customers’ psychology and decision.
What pricing and selling should (not) do in the Corona crisis
The Corona virus is leaving the world in a state of emergency. In such a state, we can observe, once more, that people are far from acting rational.
You’re not the cost leader in your industry – why do you still have customers?
Too few companies in B2B ask themselves that question. If they did, they would discover how a change in perspective can help their sales success.
Why your customer typology is probably no good for pricing & selling
Not all customers, buyers and market segmentations are created equal. Let’s guide you through the segmentation maze – and which one(s) to use for pricing and selling.
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