Some of the most expensive pricing mistakes start with a pattern that feels obvious. A sales team begins hearing the same message from the field: competitors are coming in lower, deals are getting harder to win, and customers are pushing…

Averages make people feel safe. When pricing discussions become tense, someone inevitably says, “What’s the average competitor price?” The assumption is that the average represents the market. The assumption is that it gives clarity. In pricing intelligence, averages often create…

One of the biggest mistakes I see companies make in pricing analysis is believing that a single price, or even two prices, tells them anything meaningful about a competitor’s strategy. It doesn’t. Pricing intelligence only starts to become reliable when…