Value-based pricing requires trust. Trust between buyer and seller and trust between the sales force, product and service development, marketing and leadership. Trust is based on consistency, transparency, fairness.
We see a lot of market segmentations in our work. Often these segmentations are the weakest part of the marketing plan. Many segmentations are limited to firmographic data and in some cases are simply a list of industry verticals. They are meant to find a market that fits the offer. Instead, we should segment based on emotional and economic value creation to build an offer that fits a market.