Good Pricing Doesn’t Please. It Reveals.
B2B pricing isn't about pleasing everyone. It's about exposing tradeoffs, surfacing value, and making better decisions on who to grow or let go.
Good Pricing Doesn't Please. It Reveals.
Pricing in B2B distribution isn't about keeping customers happy.
It's about revealing what actually matters to them.
You don't win by giving everyone a discount.
You win by knowing:
- •Who can pay
- •Who will switch
- •Who values the relationship more than the price
Customers say they want better pricing.
But their behavior often says otherwise.
- •The buyer demanding 5-10% off still reorders the same MRO bundle every month
- •The one complaining about the margin will pay extra for same-day delivery
That's the real job of pricing:
- •Expose where the value is
- •Make tradeoffs visible
- •Align cost-to-serve with willingness-to-pay
In B2B, good pricing doesn't push customers to choose.
It helps you choose who to grow, who to hold, and who to walk away from.
If your pricing system can't do that, it's not a strategy.
It's just administration.
And the ones who fear pricing clarity the most?
Usually, the ones protecting a bad deal or a broken promise.
Because when the system gets smarter, the shortcuts stop working.