6 ways for happy customers to help you

Reach customers through interviews and surveys to gather the evidence you need to confidently inform pricing decisions and shift internal mindsets towards more evidence-led thinking.

In this guide, we include 6 tangible techniques to help you get started.

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6 ways for customers and prospects to help you with pricing

  1. Start with your underlying hypothesis

    What do you know, what do you think you know, and what do you need to learn about what customers want and value most. Speak to customers to confirm or disprove all the things you‘ve been assuming about them!

    Use the hypothesis-led approach to keep you focused while also listening for new and unexpected insight about how customers perceive your product or service.

    Our advice: Identify one key segment to start talking to in order to prove or disprove key hypothesis. Aim to talk to 5 people. Watch for commonalities across their responses before expanding to new audiences.

  2. Share a mock-up of the pricing & messaging

    Create a mockup or prototype of any price or brand updates you are considering and test them with a handful of trusted customers to elicit their feedback.

  3. Ask customers what they would pay at different points

    Pricing Researchers at Untapped use Van Westendorp questions to learn about Willingness to Pay—it’s a proven model for capturing a price range that is based on perceived customer value. Our two favourite questions are: “At what price would you consider this a great value for the money?“ and “At what point would this be getting expensive but you might still consider it?“

  4. Talk to prospective customers

    Turn to prospects to understand your relative market position and the role of price in their decision making process. You may also garner valuable insights about why your competitors solutions are chosen over your own.

  5. Explore how your customers use your products or services.

    Value is subjective and highly contextual so what you offer will mean very different things to different audiences. Learn about “value in use” to better understand how different audiences use your product or service and how that impacts their willingness to pay.

  6. Take customer testimonials one step further.

    Don‘t just use customer testimonials for marketing, analyse them to help measure the value your offering delivers and better understand the tangible outcomes experienced by your happiest customers.
    Be prepared: This may even reveal that you are underpricing compared to the enormous value customers experience.