Sometimes, when organizations see the price of a competing product, they’ll feel pressure to match it. While this urge is natural, avoid allowing price matching to carry too much weight in your pricing strategy.
“When it comes to pricing and value propositions for our association’s products, do our competitors matter?”
That’s a question associations often ask. For many, a key pricing strategy is to analyze the competition and make decisions based on what they see. More specifically, associations don’t always have a pricing strategy that is internally driven. Rather, they look at their closest competitors and the products that they offer, determine how they are pricing and positioning those similar products, and then compete on that price by positioning theirs at a similar value with a similar price, lower value with a lower price, higher value with a higher price or similar or higher value with a lower price to drive market share.
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