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The Psychology of Pricing in B2B: 2024’s Profitable Tactics

June 5th, 2024 | 10 min. read

By Adam Pomothy

The intricate world of B2B (business-to-business) commerce revolves around a dance of not just numbers, but also the psychology of pricing. Pricing is a pivotal move in this dance, dictates revenue and shapes the behavior of other companies. As we move deeper into 2024 and beyond, understanding the intricate tapestry of consumer psychology woven into B2B pricing becomes increasingly crucial, especially for sectors like distribution, chemical, and manufacturing. By unraveling the complex threads of this psychology and wielding innovative strategies, businesses can weave pricing strategies that optimize profitability and secure a competitive edge.

Here at Pricefx, we have spent more than a decade helping our B2B customers execute their pricing strategies successfully with the help of our cloud-native pricing software solutions, and we’ve seen firsthand that the effective use of psychology lies at the heart of profitable outcomes.

In this article, we will delve deeper into the nuances of the psychology of pricing within the B2B consumer sector, before looking at some of the latest psychological pricing trends to employ in your business in 2024 and beyond.


Delving Deeper: Unveiling the Nuances of B2B Consumer Psychology

Unlike the realm of retail, where emotional triggers often take center stage, B2B consumer psychology is often an intricate dance of rational considerations. B2B buyers weigh value propositions with a discerning eye, focusing on factors such as cost-effectiveness, reliability, and long-term value. However, beneath the surface of rationality, psychological principles still subtly influence decision-making.

One key thread in this tapestry is perceived value. Unlike retail consumers who simply value a product’s features, B2B buyers assess the holistic solution presented. They evaluate how your offering improves efficiency, reduces costs, or provides a competitive advantage. This underscores the importance of emphasizing the broader benefits your solution delivers to establish a strong perceived value proposition in the buyer’s mind.

To learn more about the full gamut of B2B psychological pricing strategies and their pros & cons, check out this handy reference article below:


But if you would like to read and discover what are the latest psychological pricing trends to keep on track in your B2B organization, read on.

The Psychology of Pricing in B2B – The Latest Trends

Value-Based Pricing: Weaving the Threads of Perceived Value

Value-based pricing emerges as a powerful tool in this realm. It involves aligning the price of your product or service with the perceived value it delivers to the customer. In B2B industries, where products and services can be complex and multifaceted, establishing this perceived value is paramount. By highlighting the unique benefits, features, and solutions your offering provides, you can justify premium pricing and differentiate yourself from competitors. This approach not only enhances profitability but also builds trust and credibility with B2B buyers.

Implementing value-based pricing necessitates thorough market research and customer segmentation. Understanding the specific needs and pain points of your target audience is critical. By tailoring your value proposition to address these needs, you can effectively communicate the value of your offerings and justify higher price points.


Service Pricing: Adding Value Beyond the Product

Modern B2B customers are looking for more than just products. They seek comprehensive solutions that address their specific needs throughout the product lifecycle. This is where service pricing comes into play. Companies are increasingly expanding their strategies to profit across the entire product lifecycle by offering additional services alongside their traditional products. These services can include:

  • Installation and training
  • Maintenance and repair
  • Data analysis and insights
  • Ongoing support and consultation

By incorporating these services into their pricing strategies, businesses can unlock new revenue streams and differentiate themselves from competitors. By demonstrating the value these services add to the customer’s overall experience, businesses can justify premium pricing for the combined package.


Anchoring and Reference Pricing: Playing With Perception

Anchoring and reference pricing are other influential threads in the B2B pricing tapestry. Anchoring presents a reference point for comparison, influencing decision-making. In B2B pricing, this can involve showcasing higher-priced options or premium packages to make the target offering seem more attractive.

Reference pricing, on the other hand, compares the current price of a product or service to its previous price or competitor pricing. By leveraging these strategies effectively, businesses can subtly nudge B2B buyers towards desired purchasing decisions.

For example, a manufacturing company may offer a premium-tier product with advanced features and benefits at a higher price point. By prominently displaying this premium option alongside the standard offerings, the company effectively anchors the perceived value of its entire product line. This makes the standard options appear more affordable and enticing in comparison.


Dynamic Pricing and Personalization: Adapting to the Market’s Rhythm

The B2B landscape is not static. Market conditions, demand, and supply all fluctuate, and dynamic pricing emerges as a valuable strategy to navigate this dynamic environment. This approach involves adjusting prices in real-time based on various factors such as demand, inventory levels, and customer segmentation.



However, dynamic pricing takes a further step in the form of personalization. By leveraging advanced analytics and artificial intelligence (AI), businesses can personalize pricing strategies to individual customers, optimizing profitability while remaining competitive in the market. This involves analyzing vast datasets, including customer behavior, market trends, and competitor pricing, to identify optimal pricing strategies for each customer.


Becoming a Part of the AI Pricing Revolution

Artificial intelligence (AI), particularly the emerging field of Generative AI (GenAI), has revolutionized B2B pricing strategies and the approach to psychological pricing, particularly in the field of AI Price Optimization.

A critical part of psychology in B2B pricing is being able to offer your customer the right product at the right time and at the right price. It doesn’t get more psychological than that and AI Price Optimization does it better than ever before. AI-powered pricing software analyzes vast datasets, including customer behavior, market trends, and competitor pricing, to identify optimal pricing strategies. By dynamically adjusting prices based on a range of factors, businesses can ensure maximum profitability and market competitiveness in the fast-paced B2B landscape.


The Pricefx AI Position


Pricefx has been at the forefront of pricing AI, continuously investing as the technology grows and evolves. From machine learning and neural networks to agent-based AI and now Generative AI (GenAI), we continue to pursue AI innovation to drive value performance for our customers. Our focus remains on being Fast to value with our productized use cases, Flexible with our composable Bring-Your-Own Science Optimization capability, and Friendly with our clear-box AI that lets your team see exactly how optimizations are designed and executed. No other pricing optimization technology offers our kind of rapid value impact and long-term scalability and transparency.


It is crucial to note that while Gen AI prompts provide valuable insights, they should only be used as a supplement to—and not a replacement for—an automated pricing software solution (based on predictive and prescriptive AI, human expertise, and judgment.


When working as a complementary conversational user experience tool, together with human analysis and as a dedicated part of a pricing software solution, Generative AI can serve as a powerful and independent tool to enhance pricing teams’ capabilities, enabling them to make informed decisions, drive revenue growth, and maximize value for their organizations.


For example, the conversational user experience supported by GenAI introduced by Pricefx is an example of an extended user experience to democratize access to data and insights and improve the speed of decision-making by facilitating the creation and actionability of curated insights and recommendations. Deploying a tailored and open source LLM (Large Language Model) technology, our GenAI Actionable Insights will enable a natural language-based processing and generation to create and serve prescriptive and predictive insights that users can leverage to quickly identify opportunities and risks that have the biggest volume, revenue, and margin impact for the company. GenAI LLM capabilities are also now part of our product Knowledge Base, enabling natural language chat-based search and discovery for the entire online training and education website for Pricefx products and services, and in our Product Similarity Accelerator to identify substitute products to upsell and cross sell.


AI-powered pricing optimization tools equip businesses with actionable insights as well as predictive analysis, enabling them to make data-driven decisions and anticipate future market trends.

This allows them to stay ahead of the competition and proactively adjust their pricing strategies to remain adaptable and resilient in the ever-evolving B2B marketplace.

Bridging the Gap: B2C Learnings in B2B Pricing

The B2B market is witnessing a generational shift, as millennials and Gen Z individuals, who have grown up immersed in the world of B2C (business-to-consumer) pricing, are now entering leadership positions in sales and pricing departments. This shift brings with it a set of expectations and learnings from the B2C realm that are increasingly influencing B2B pricing strategies.

B2C Influences on B2B Pricing

  • Transparency and Simplicity: B2C consumers expect clear and transparent pricing. This translates into a B2B landscape where businesses are moving away from complex pricing structures and hidden fees, favoring straightforward pricing models that are easy for customers to understand.
  • Value-Based Pricing: As discussed earlier, B2C consumers are accustomed to evaluating products based on the value they deliver. This aligns with the growing focus on value-based pricing in B2B, where businesses are emphasizing the tangible benefits and long-term value proposition of their offerings.
  • Subscription Models: The rise of subscription models in B2C has influenced B2B pricing as well. Businesses are increasingly exploring subscription-based pricing models that offer customers predictable costs and access to ongoing services or updates.
  • Personalized Pricing: B2C consumers expect a personalized experience, and this extends to pricing expectations. B2B businesses are incorporating personalization techniques into their pricing strategies, offering tiered pricing structures and discounts based on customer segments or past purchase history.
  • Generational Shift and Technology Comfort: The generational shift in B2B brings with it a greater comfort level with technology and data-driven approaches. As younger generations take the reins, there is a growing emphasis on using AI-powered pricing tools, data analytics, and customer profiles to shape new advanced forms of psychological pricing.



Weaving a Psychological Pricing Tapestry of Success in 2024 and Beyond

As the landscape of B2B pricing continues to evolve beyond 2024, understanding the intricate threads of consumer psychology and harnessing the power of AI are key to weaving a tapestry of success. By incorporating value-based pricing, service pricing, anchoring, reference pricing, dynamic pricing, personalization, and AI optimization, businesses in distribution, chemical, and manufacturing industries can unlock new avenues for sustainable growth and profitability.

By aligning pricing strategies not only with data-driven insights but also with a deep understanding of consumer psychology, B2B businesses can navigate the complexities of pricing with confidence and efficiency. As the B2B landscape continues to transform, businesses must remain adaptable and proactive, continuously refining their pricing strategies to meet the evolving needs and preferences of their customers.

With a strategic approach to pricing and a commitment to understanding the intricate tapestry of B2B consumer psychology, businesses can secure their place at the forefront of the competitive landscape, poised for success in 2024 and beyond.

But if your psychology pricing is not aligned to your organization’s overarching pricing strategy it could all be a wasted effort.

If you would like to learn more about how to set an aligned and comprehensive pricing strategy for your business, please refer to this handy article below to learn more:


Meanwhile, Happy Pricing!

Adam Pomothy

Director Customer Strategy in Customer Solutions - USA , Pricefx APAC

Adam Pomothy is the former head of Pricefx APAC. and currently is the Director Customer Strategy in Customer Solutions - USA. He began his journey with Pricefx 9 years ago in Europe and later moved to Brisbane, Australia to develop the regional Pricefx headquarters and Center of Excellence for APAC. While his background is technical (Software Engineer), most of all he enjoys working with and adding value to his customers, his team and other Pricefx colleagues. When he needs to relax, he goes to the gym or spends time with his family, ideally in nature.