Learn how to raise your prices to boost margins and build your stockpile of growth capital. Exploring ways to formulate your total offer.

1. Exploring ways to boost
your value proposition.
HOW TO RAISE
YOUR PRICES

2. OUR JOURNEY
● Raising perceived value
● Building the value case
● How to calculate return

3. How you can elevate perceived value of your product.
● So your product is perceived as a premium value
● So you can charge a premium price
THE IDEAL TAKEAWAY

4. RECAP

5. PRICING IS A GAME OF BALANCE
Perceived
Value
Perceived
Cost

6. VALUE IS PACKAGE DEAL
Cost is more than just price.
Most people make ‘buy
decisions’ based on the full
package, not just price.
Competing on price is actually the laziest option.
Other things people want:
● Easy relationship
● Reliability and dependability
● Predictability
● Responsiveness to their needs
● Short delivery times
● Help getting desired outcome
they bought from you
● Breadth and depth in quality
● Support and service
● Total offerings

7. WHAT DOES A BUSINESS DO?
Convert perceived value into monetary value.

8. SO...
Let’s explore ways to increase perceived, so
we can increase monetary value.
(i.e. make more money)

9. MONEY IS ALWAYS IN MOTION
Your prospects will give their money
to you or someone else.
Your goal is to demonstrate the value of “investing” in
your product vs. others is the best use of your
customer’s money.

10. RAISING PERCEIVED VALUE

11. LET’S BE CLEAR
We’re going to strategically design a Value
Proposition that fully conveys the benefits your
customer will receive by buying and using your
product.
● Value: everything your customer gets from the
exchange
● Proposition: how you communicate to them the
value your customer will receive

12. PEOPLE WILL PAY MORE FOR
To raise perceived value, we need…
● Superior R.O.I., and/or
● Superior quality, and/or
● Superior experience
A “premiere” brand is a proxy for above; driven heavily
by a perceived elevation in status.

13. SUPERIOR R.O.I.
B2B
● Increase revenue
● Reduce expenses
● Positive publicity
B2C
● Increase income
● Reduce cost of living
● ‘Feel good’ factor

14. SUPERIOR QUALITY
● Go Kaizen!

15. SUPERIOR EXPERIENCE
Today’s customer expects...
● Instant delivery
● Innovation
● Personalization
● A consistent experience across channels
● Real-time communication

16. BUILDING THE VALUE CASE

17. WHAT CREATES VALUE
B2C
● Increases income (investments)
● Time saved / time created
● Increases personal marketability
● Reduces household expenses
● Increases positive experiences
● Reduces negative experiences
● Increases status
● Increases health
● Value relative to other similar
purchases
B2B
● Increases revenues
● Allows price increases
● Reduces expenses
● Reduces headcount
● Increases productivity
● Avoids expenses
● Increases perceived value
● Improves quality
● Improves control and reliability

18. GET CRYSTAL CLEAR
● Step #1: Create a list of all possible ways your
product could provide value for your customer
● Step #2: Create a message for each item that
communicates that value (in customer terms)
● Step #3: Tag a dollar amount to quantify each
item’s value (to the customer)

19. HOW TO CALCULATE RETURN

20. COMPLEX MATH
● Add up all the dollar amounts you attached to each
value item
● Subtract the price of your product
That’s your total return.
But we can express it in multiple ways.

21. REMEMBER...
Money is always in motion.
● Is your product the best option for your customer’s
money?

22. 3 WAYS TO EXPRESS RETURN
● Per year
● Total time
● Payback period

23. PER YEAR
● e.g. “This investment will yield 25% per year.”

24. TOTAL TIME
● e.g. “Over the life of the product, you’ll receive a
200% return on your investment.”

25. PAYBACK PERIOD
● e.g. “This investment will pay for itself in 5
years...after that it’s free money.”
Requires consideration of product useful life and durability.

26. IT’S IMPORTANT TO NOTE...
People will pay more if they perceive
the product as free.
Can you construct a value proposition that
demonstrates your product will pay for itself?

27. CLOSING

28. REMEMBER...
It’s the whole package.
● 10xnation.com/blog/packaging-design
● 10xnation.com/blog/product-packaging-design

29. CLOSING THOUGHTS
● Raise perceive value and raise your price to match
● Repeat
● Promote the value of everything you put out...even
the free stuff

30. THANK YOU
Chris Mohritz / chris@mohritz.co
Slides: 10x.to/rfbo
A
B
O
U
T

31. UNLEASH YOUR BUSINESS
EMBRACE EXPONENTIAL
10xeffect.com