---
title: Value-Based Pricing — Pricing & Positioning Module 2 — RGM Training
url: https://realgrowthmatters.com/training/pricing-positioning/value-metric-selection/
updated: 2026-06-10
source_html: https://realgrowthmatters.com/training/pricing-positioning/value-metric-selection/
---

RGM° · Training

# Value-Based Pricing

Value-based pricing requires quantifying customer willingness-to-pay, defining value-share, and the discipline to walk from below-threshold customers. This module covers the methods, the math, and the customer-facing translation.

### What you will learn

1. What value-based pricing actually requires
2. Quantifying customer willingness-to-pay
3. The value-driver inventory
4. Pricing pages and the customer-facing value translation
5. The value-share principle: how much of the value to capture
6. Conjoint analysis fundamentals
7. Van Westendorp PSM in practice
8. Reference pricing and competitive context
9. Pricing for new products with no comparison
10. Common value-pricing mistakes
11. The CFO conversation about value-based pricing

## 1. What value-based pricing requires

Value-based pricing requires three things most organizations lack: clear quantification of the value the customer receives, a defined principle for value-share, and the willingness to walk from customers below the value threshold. Without all three, the organization defaults to cost-plus or competitive pricing.

## 2. Quantifying willingness-to-pay

Methods, in order of credibility:

- Conjoint analysis (preferred for complex offerings; requires sample of 200+ target customers).
- Discrete choice models.
- Van Westendorp Price Sensitivity Meter.
- Gabor-Granger pricing surveys.
- In-market A/B testing.
- Win-loss analysis (price reasons for loss).

## 3. The value-driver inventory

For B2B: revenue lift, cost reduction, risk mitigation, time saved, capability added, optionality. For B2C: time saved, money saved, status, convenience, emotional satisfaction. Map each value driver to a dollar amount where possible.

## 4. Pricing pages

The pricing page is where value-based pricing meets the customer. Components:

- Tier framing aligned with value tiers.
- Feature/benefit translation.
- Anchoring at the high tier.
- Annual billing discount.
- Comparison table.
- FAQ addressing common objections.
- Custom / enterprise option.

## 5. Value-share principle

The empirical rule of thumb: capture 10 - 30% of the value the customer receives. Capturing more invites competitive entry and customer churn; capturing less leaves money on the table.

## 6. Conjoint analysis

Conjoint design: present respondents with product configurations including price, observe choice. Statistical analysis recovers utility weights per attribute including price. Software: Sawtooth, Qualtrics, SurveyMonkey's conjoint module.

## 7. Van Westendorp PSM

Four questions: "At what price would [product] be too expensive that you would not consider it?" "At what price would it begin to feel expensive?" "At what price would it be a bargain?" "At what price would it be so cheap you would question quality?" Plot intersections to identify acceptable price range.

## 8. Reference pricing

Customers always anchor on something. Identify the reference (competitor, alternative, "doing nothing") and position price explicitly against it.

## 9. New-product pricing

Pricing without comparable: use the most analogous existing product as the reference, plus a premium or discount based on value differential. Test in early stages with willing-to-pay pilots before public launch.

## 10. Common mistakes

Anchoring on cost rather than value. Confusing customer "what would you pay" survey answers with revealed preference. Capturing 100% of identified value (kills LTV). Setting prices once and never revisiting. Mismatching tier complexity with sales cycle.

## 11. The CFO conversation

Frame value-based pricing in CFO language: gross margin impact, lifetime value, churn correlation with price, share-of-value-captured benchmarking.

**How to use this module:** The willingness-to-pay methods (Section 2), the value-share principle (Section 5), and the common mistakes (Section 10) are the planning artifacts.

### Sources & further reading

- Books: Madhavan Ramanujam, *Monetizing Innovation*; Hermann Simon, *Confessions of the Pricing Man*; Tom Nagle, *The Strategy and Tactics of Pricing*
- [Sawtooth Software (conjoint analysis)](https://www.sawtoothsoftware.com/)
- [Qualtrics conjoint guide](https://www.qualtrics.com/insights/conjoint-analysis/)
- [Price Intelligently / ProfitWell](https://www.priceintelligently.com/blog)
- [OpenView pricing benchmarks](https://openviewpartners.com/blog/topic/pricing/)
- [Simon-Kucher](https://www.simon-kucher.com/)
- [Willingness to Pay resources](https://www.willingnesstopay.com/)
- [Pricing best practices PDF](https://www.intuit.com/sites/default/files/2021-06/pricing-best-practices.pdf)
- [SaaS pricing strategy](https://www.priceintelligently.com/blog/saas-pricing-strategy)
- [HBR Good-Better-Best](https://hbr.org/2018/12/the-good-better-best-approach-to-pricing)
- [Korn Ferry pricing insights](https://www.kornferry.com/insights/featured-topics/pricing-revenue-management)
- [Salesforce SaaS pricing guides](https://www.salesforce.com/blog/saas-pricing/)

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Part of the [Pricing & Positioning](/training/pricing-positioning/) series · RGM Training