In a workshop setting, we bring together key stakeholders from Commercial and Product teams to identify and quantify all the potential value our offering creates for customers. Does it save our customers time? What is the value of that?
Does it reduce their costs? By how much?
We then look at competitors and their pricing and finally we arrive to a final price range for our offering, and then eventually a book price we are comfortable with.
The final challenge is selling the value and not the price and we roleplay that together to build confidence.