Ed Arnold will be giving a talk at the Professional Pricing Society’s Spring Conference in Chicago on “The Art of Value Storytelling”. Ed has deep experience developing value models for B2B companies and using these models to inform pricing design. The model is what lies below the water, what most customers want to hear is the value story.

When designing pricing, one must consider how value is created and differentiated. Does a service differentiate on experience or outcome? Here is a simple process for integrating experience and outcomes into value-based pricing.

Customer lifetime value (LTV or CLV) is a critical metric for many companies in the subscription economy. But before your LTV comes V2C (Value to Customer). Understanding how you will create value to your customers over time should come before estimates of LTV and LTV and V2C need to be kept aligned.

Pricing transparency and fair pricing are becoming hot issues. Buyers want to believe their pricing is fair and reflects the value they receive. What does it mean for pricing to be fair and how do you communicate fairness?