Pricing consulting

At prexus, we design pricing and discount strategies for B2B and B2C companies and support their implementation to increase profitability without compromising competitiveness.

Our Pricing Governance Process (PGP) consists of two phases:

Designing the pricing strategy through the initial strategic configuration of an analytical tool, and
Operating the pricing platform to make day-to-day pricing decisions (to learn more, click here).

During the initial configuration of our platform, your business’s new pricing strategy is designed. The scope is fully modular and tailored to your business’s specific needs:

Alignment

Initial assessment of your business’s pricing strategy to determine the scope of the consulting process.
Education and training of the executive team to align concepts and establish a common language.

Portfolio analysis

Competitive analysis to ensure consistency between overall price levels and competitive positioning.
Market segmentation to identify groups of customers with common consumption occasions and needs.
Product development that meets the needs of each target segment, based on the attributes they value.
Value maps to calculate solution prices, based on the price-value relationship of market alternatives.
List price menu by product/service to proactively and transparently manage the portfolio.
Price elasticity analysis to project the volume impact generated by price changes.
Portfolio review to adjust current prices, eliminate redundant offerings, and launch new solutions.
Incremental analysis (revenues and costs) to ensure the profitability of the new portfolio and maximize its competitiveness.

Customers analysis

Customers typification and definition of the criteria they must meet to qualify for discounts.
Commercial discounts calculation based on the expected profitability per customer and portfolio turnover.
Discounts menu to ensure a transparent and proactive relationship with distributors or direct customers.
Customers review to improve competitiveness with key clients and avoid leaving money on the table.

Value communication

Quantitative tools to be used as a sales argument for the most rational customers.
Sales scripts to manage all types of customers—price-focused, value-focused, relationship-focused, and convenience-focused.

Deployment

Hypothesis validation to confirm the assumptions defined during the initial strategic configuration.
Fine tuning of the platform's parameters based on market research results.
Change management to ensure proper implementation of the tools and suggested changes.
Ongoing follow-up and support to address questions throughout the implementation process.

Initial strategic configuration

Platform operation

Our platform enables autonomous management of your business’s pricing strategy, allowing you to make concrete and profitable day-to-day decisions. Each time it is updated, it provides the optimal price for each solution in the portfolio and the recommended commercial conditions for each customer. Additionally, it projects the financial results of closing the identified gaps.

With PGP, your business can easily identify:

Low-priced solutions where there is an opportunity to improve margins,
Overpriced solutions that put your portfolio’s competitiveness at risk,
Opportunities to launch new solutions to serve new customer segments,
Opportunities to streamline the portfolio by removing redundant solutions that don’t create value,
Over-rewarded customers who could damage market prices, and
Under-rewarded customers who might stop buying your solutions.

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FAQs

What is pricing consulting?

Pricing consulting is a process designed to develop or improve the way a company sets prices for its solutions and discounts for its customers. At prexus, we analyze the market, customers, competitors, value perception, price sensitivity, costs, and purchasing behavior to recommend prices and commercial terms that improve profitability without compromising competitiveness.

What does a typical pricing consulting project include?

A prexus pricing consulting project designs or adjusts a company’s pricing and discount strategy and supports its implementation. The scope is modular and may include five components:

Alignment, where we conduct an initial assessment and train the management team on pricing and Revenue Growth Management concepts.
Portfolio analysis, where we design the list price strategy for each of the solutions sold by your business.
Customer analysis, to design the discount structure available to your customers and applied to the list prices of your solutions.
Value communication, where we develop sales scripts and quantitative tools that help your sales force increase customers’ willingness to pay.
Implementation support during the first two calendar months, to validate assumptions in the market and support your team.

What decisions are made during a pricing consulting project?

Depending on the scope, pricing consulting can help define list prices, discount structures and levels, customer segmentation, portfolio architecture, product and service launches or discontinuations, commercial rules, and mechanisms for communicating value to customers. It can also help identify overpriced or underpriced products and customers whose commercial terms are above or below the recommended levels.

Is pricing consulting suitable for both B2B and B2C companies?

Yes. The prexus methodology can be applied both to companies that sell directly to consumers (B2C) and to companies that sell to business customers (B2B). In both cases, in addition to list prices, the design of customer-specific discounts and commercial terms is often particularly important, whether those customers are end customers or intermediaries such as distributors.

In which industries do you have experience applying pricing strategies?

The prexus methodology applies to both product and service companies, in consumer (B2C) and industrial (B2B) markets. Since 2007, we have completed more than 100 pricing and Revenue Growth Management projects across different industries and in more than 10 Latin American countries.

What information does prexus need to conduct a pricing consulting project?

Depending on the scope, we typically use internal data on prices, sales, volumes, costs, products, and customers, together with external information on competitor prices, value perception, and price sensitivity. When market information is not available, prexus can obtain it through market research and price monitoring.

How does prexus determine the recommended price for a product or service?

We do not rely solely on costs or competitor prices. Our methodology incorporates information on value perception, competitive positioning, price sensitivity, demand elasticity, costs, customer segments, and profitability objectives to determine the recommended price.

Does the consulting engagement only provide recommendations, or does it also help with implementation?

We do not only provide recommendations. The process includes configuring the pricing strategy, providing tools to put it into practice, change management, validating assumptions, and supporting the implementation process. In addition, the strategy can be configured in PGP by prexus so that the team can continue managing prices and discounts autonomously.

What is the difference between pricing consulting and PGP by prexus?

Pricing consulting is the phase in which the company’s pricing and discount strategy is designed or adjusted. PGP by prexus is the platform that enables the business to make ongoing, autonomous pricing decisions by solution and discount decisions by customer. Consulting defines the strategy; PGP enables the business to manage it on a day-to-day basis.

What benefits can be expected from pricing consulting?

In prexus projects, the financial impact may come from margin improvement, recovery of lost sales, and the launch of new solutions. In our experience, these projects have generated annual increases of between 3% and 15% in the gross contribution of the businesses involved.*
*This refers to an increase in gross contribution in absolute terms, not percentage points of gross margin.

How is the impact of the consulting project measured?

The main indicator we use to measure the impact of a pricing project is the incremental increase in gross contribution. To ensure an objective measurement, the financial results of products and customers where price and discount adjustments were implemented are compared with those where the recommendations were not followed. Other process indicators include incremental changes in units sold, net revenue, margins, and related metrics.

How long does a typical project take?

Depending on the modules included, the initial strategic configuration or consulting phase takes between 8 and 24 weeks. Afterward, prexus supports the rollout during the first months of implementation.

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Medellín, Colombia

​Pricing consulting