Skugge is due to present his strategies in a speech entitled “Pricing Based on the True Willingness to Pay’’ at the Pricing Conference and Workshop, 25 – 26 November in Brussels.
Dr Skugge says; Most companies dream about charging prices based on the value their products or services deliver, but few have ever managed to capture the customers’ actual willingness to pay. As a consequence, value-based pricing is used more often as an expression rather than actual practice. Companies practicing true price optimization have managed to demonstrate impressive returns on sales. During this presentation, you will learn how to optimise pricing simultaneously for multiple products or services with successful results. Business cases from newspapers, groceries and commodities will be presented.