May 23, 2025
Does value pricing work for B2C?
Fellow list member John O wrote in to ask if value pricing and The Why Conversation work in “squishy” B2C scenarios that don’t correlate directly to financial gain (edited for length):
Value pricing makes perfect sense when you can reasonably estimate the value of a service to a company that stands to gain a financial ROI.
What happens when a service stands to solve a problem that cannot be directly correlated to an amount of money? For example, you solve a legal problems such as helping a client get custody of their kid back.
The “why conversation” is great for B2B, but what do you do for someone who can’t draw a nexus to a monetary value?
Good question! Thanks to John for sending it in.
The Why Conversation is not as common in B2C situations as it is in B2B, but it can work just fine there, too.
Using the child custody example:
- Why this?—Why hire a lawyer to help you with this? Have you considered alternatives like arbitration, counseling, etc?
- Why now?—Does this need to happen right away? How urgent is this situation?
- Why me?—I’m very expensive. Why would you hire me instead of a much cheaper lawyer?
Important note: Consider that the potential client might not be an average income person. If it’s Brad Pitt and Angelina Jolie fighting over their kids... they’ll probably have very specific answers to these questions
Yours,
—J