The Top 10 Margin-killing Myths about B2B Pricing

February 11, 2010 — Over the years, a perplexing contradiction has emerged in the B2B sector. On the one hand, it's fair to say that every B2B company would like to maximize their margins, improve their profit performance and, ultimately, increase their shareholder value. But on the other hand, relatively few B2B companies are focusing their attentions on the single most-powerful means to achieve all of these objectives and more: their pricing.

Why? What's preventing some B2B companies from leveraging the power of pricing to improve their performance? The fact is that what often separates those who succeed from those who struggle is a series of closely held myths about pricing in a B2B environment: