Only 4% of execs got a simple pricing question correct: 92% weren’t even close. So what can you do about it?

SKP - Price Underestimation 1280x720

  1. Don’t Panic. See how pricing advice – even if it is lifted from HHGTTG – is working already and feels pretty good.
  2. Realize that you don’t need to know all the answers. You just need a pricing expert who does.
  3. Don’t have a pricing expert? Call one ….

Pricing still a mystery to most people: 9 out of 10 executives strongly underestimate or do not know the impact of price reductions

Man playing chess with monkeyIn a study by IE Business School & Simon-Kucher & Partners, 1,225 executives from all industries were asked: “With a profit margin of 20%, how much does the volume of a product need to increase in order to compensate for a price reduction of 10%?” Only 4% estimated the answer correctly. 74% strongly underestimated the answer and 17% didn’t know.

SKP - Price Underestimation 1280x720Presented at a Professional Pricing Society webinar on 14th September, 2015 by Philip Daus of Simon-Kucher Partners.

Which category do you fall into?

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