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Role of price promotions in B2B marketing/sales

Mar 03, 2005 7:11 pm

re: Role of price promotions in B2B marketing/sales

Peter Donohue

I come from a product management background in B2B, and as such I always worry about price promotion. I would much rather charge the same price but give more (added services, extended warranty, etc.), rather than use a price promotion.

And on sales discounts - in my mind, this happens too much. It is difficult for sales to sell the value of the product, and when a customer hesitates (for any reason), the easy solution is to lower your price. Just about the only time this should happen is when there is a specific competitor offering a price that you need to go against. If the hesitation is something else, then dropping price should not be the first response, but instead the cause for the hesitation should be addressed directly.

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