Expanding the Range of Reason to Get More of What You Want

You have more control over your pricing than you think. But, you must know the dynamics at work and purposefully apply certain concepts to protect your premium. Since customers’ initial impressions of your value shape the ultimate price they will be willing to pay, you will need to anchor as high an original price as you can. Learn how to set higher targets and introduce more favorable comparables to help you expand the range of reason.

Christy Kallinger, Dell
Matthew Mitchell, Corporate Visions