Imagine price segmentation as the yin to your yang, or the missing piece to your business’s pricing puzzle. By understanding how to properly employ it, you can improve your business’s overall pricing strategy. You can also optimize your profits and enjoy greater levels of success in your industry. Read on to learn how to improve your pricing strategy with price segmentation.
What is Price Segmentation?
If you want to improve your business’s bottom line, you need to consider price segmentation. But… What’s that?
A price market segmentation is a marketing strategy that divides your customer base into groups based on their willingness to pay for your product or service. Segmented pricing allows you to tailor your pricing strategy to maximize profits while still providing value to your customers.
Speaking of maximizing profits… Wizard of Sales® will make your company the perfect pricing strategy, customized to your company’s and customers’ needs, to do just that. Revolutionize your sales approach. Book a demo today.
What is a Segmentation Strategy?
A marketing segmentation strategy is a plan for dividing a market into smaller groups, or segments, based on shared characteristics. The goal of a segmentation strategy is to identify the specific needs of each section and then tailor products or services to meet them better.
There are many different ways to segment a market, but some common methods include geographic location, demographics, psychographics, and behavior.
- Geographic segmentation involves dividing the market based on factors, such as country, region, or city. That can be helpful if there are significant differences in customers’ needs in different areas. For example, a landscaping company in Southern California might segment its market by the city. That would be because the climate and soil types vary greatly from one area to another.
- Demographic segmentation is sectioning off the market based on age, gender, income, or ethnicity. That can help understand how different groups of people may want to use a product or service.
- Psychographic segmentation divides the market based on lifestyle, personality, or values. That can help understand what motivates people to make purchase decisions.
- Behavioral segmentation involves separating the market based on buying history, usage patterns, or brand loyalty. That can help predict how likely people respond to specific marketing messages or offers.
There is no one right way to segment a market. The key is to choose a method that makes sense for your business and allows you to target your marketing efforts better.
When choosing a segmentation strategy, you need to consider your business goals, target market, and resources available. Once you stick with a strategy, you can begin developing targeted marketing campaigns that are more likely to resonate with your audience.
Value Segmentation vs. Price Segmentation
If value segmentation is a piece of cake, price segmentation is the whole darned bakery. Value segmentation builds on perceived benefits. Unlike value segmentation, price segmentation is all about how much people are willing to pay.
Value segmentation is when a company segments its products or services based on the perceived value to the customer. In other words, it’s about differentiating your offering by the benefits customers receive.
For example, let’s say you’re a garage door repair company. You could have a standard service that covers the basics like replacing broken springs and fixing rusty tracks.
But you could offer a premium service that not only fixes the problem but also includes a preventive maintenance check, too. You could also throw in a lube job to help keep the door working properly for longer.
While both services solve the same problem (a broken garage door), the value proposition of the premium service is much higher because it offers additional benefits (preventive maintenance and extended warranty).
On the other hand, price segmentation is when a company segments its products or services based on how much people are willing to pay. In other words, it’s about differentiating your offering by price point.
For example, let’s say that a garage door company offers three different services: A basic service, premium service, and deluxe service. The basic service might just include the repair, while the premium service includes the repair and preventive maintenance. The deluxe service would entail repair, preventive maintenance, and an extended warranty.
As you can see, each level of service offers additional value (and, of course, a higher price). Price segmentation can be a very effective way to not only increase prices, but also your revenues and profits. It allows you to appeal to a wide range of customers. And it also lets you generate more revenue from your existing customer base.
2 Critical Steps in Price Segmentation To Improve Your Pricing Strategy
There are two critical steps in price segmentation to improve your price strategy: Segmenting the target market and developing a pricing system.
1. Segmenting the Target Market
The first step is to segment the target market. That means identifying and targeting specific groups of customers based on shared characteristics. One of the most common ways to segment a market is demographics, such as age, income, or location.
However, other ways to segment a market exist and may be more effective for your business. Some businesses segment their markets by customer needs, while others segment them by customer behavior.
2. Developing a Pricing System
The second step is to develop a pricing system. That means creating a structure for how you will set prices for different products and services. There are several pricing systems to consider.
Do you know about these other common marketing pricing strategies?
- Cost-based pricing simply looks at how much it costs you to produce a product or deliver a service. Then, it marks that up to cover your overhead and profit. This approach doesn’t account for what customers are actually willing to pay– which means you could be leaving money on the table.
- Good value pricing, on the other hand, looks at what customers perceive as the value of your product or service. Then it’s priced accordingly. This approach can help you maximize profits by capturing more of the value that your customers are willing to pay.
- Value-added pricing goes a step further and looks at not just the perceived value of your offering. It also looks at the added value that you can provide on top of that. These might be superior customer service, rapid delivery, or valuable extras like free shipping. You can charge a premium price that significantly boosts your bottom line by adding even more value.
- Competition-based pricing is an approach where businesses simply set their prices based on what their competitors are charging. While this can help you stay competitive, it doesn’t necessarily maximize your profits.
- Customer segment pricing is a more sophisticated approach that sets different prices for different groups of customers based on their willingness to pay. That allows you to capture more of the value that your customers perceive in your product or service.
- The cost-plus method is a very common way to set prices. It involves calculating all of the costs associated with producing a product or service. Then you add a markup percentage on top of those costs. The company’s desired profit margin determines the markup percentage.
This method is easy to use and provides good transparency into how to set prices. However, unlike a segmentation strategy, it does not consider what the market will bear or how much competitors are charging for similar products.
Pros and Cons of Implementing Price Segmentation
Implementing price segmentation can be a good thing, as shown by the many pros in this section. But it also can have its few downsides. Let’s get into the pros and cons of implementing price segmentation.
- Increase your profit and income: Offering different prices to different segments can increase your overall profit and income. That’s because you can tap into new markets and charge what each segment is willing to pay.
- Expanded market share and reach: You can expand your market share and reach by targeting new segments. That can be beneficial if your goal is to become a market leader.
- Market differentiation flexibility: You can use price segmentation to differentiate your product in the market. That can be helpful if you want to make your product stand out from the competition.
- More appeal and possibility for growth: Targeting new segments can make your product more appealing to many consumers, helping you grow your business in the long run.
- Avoidance and diversion: Some consumers may avoid or divert your product if they perceive it as too expensive, leading to lost sales and revenue.
- Inequality and a lack of trust: Price segmentation can create inequality among customers, as some may feel that they are being charged more than others. That can lead to a lack of trust in your brand.
- Internal dissatisfaction: Your employees may be dissatisfied with your decision to target new segments, as it could mean that they are working harder for the same or less pay. That could lead to high turnover rates and a negative work environment.
Improve Your Pricing Strategy with Price Segmentation
Are you looking to improve your pricing strategy? If so, price segmentation may be part of the equation.
Price segmentation is when you divide your market into different groups based on their willingness to pay. By doing this, you can create separate price points for each group, which can help you increase profits and better meet customer needs.
There are a few different ways to segment your market: product, service, customer type, or geographical location. To find the best way to segment your market, it’s vital to understand your customers and what they’re looking for. Once you’ve done that, you can start creating your price points.
If you’re not sure how to get started with price segmentation, here are a few tips:
- Know your customers: As we mentioned, it’s vital to understand your customers and what they’re looking for. That will help you determine how to best segment your market.
- Understand your costs: You’ll need to know your costs to create profitable price points for your business. Make sure to factor in all your expenses, including production, shipping, and overhead.
- Consider your competition: Take a look at what your competitors are doing with their pricing. That can give you some insight into what’s possible and help you create competitive price points.
- Test different price points: Once you’ve created some potential price points, it’s vital to test them out. Try running a sale or promotion at particular price points and see how your customers respond. That will help you fine-tune your pricing and find the sweet spot that works for your business.
- Review your prices regularly: You should review your prices regularly to ensure they’re still in line with your costs and the market. Make adjustments as needed so that your pricing remains competitive and profitable.
- Ask the Wizard of Sales® to craft a strategy for your home services business that contains the magic potion: You can rely on Wizard of Sales® to create the perfect pricing strategy for your unique products or services.
When you share your trust in the Selling Revolution, you’ll never have to worry about over-or underpricing your products or services again! Book a demo.