ABSTRACT
In “Pricing to win: a framework for strategic bid decision making” Gerhard Riehl offers a further perspective on deal pricing. Riehl outlines four steps: understanding customer demand (customer stakeholders, customer budget, customer value), understand competition, value quantification and measurement and, finally, bid pricing. The two papers by Riehl and Hinterhuber are complementary with Riehl stressing to a larger degree the need to understand customer stakeholders and customer budget constraints. Both papers stress that the application of a structured process and the use of tools (value quantification, purchase criteria mapping, stakeholder analysis, competitor analysis) increases both win rates and selling prices.
