Video
Many business-to-business (B2B) companies view their products as commodities and assume that they must accept what the market wants to pay. However, companies that differentiate themselves through strong service, reliability and flexibility can often charge premium prices that customers will be willing to spend, says Stephen Mewborn, a partner in Bain's Customer Strategy & Marketing practice, in this short video.
Read the Bain Brief: Clearing the roadblocks to better B2B pricing