Most customers begin the buying process with a maximum/minimum price range and a minimum/maximum capability range.
As their understanding of price-capability trade-offs matures, their price-capability window narrows.
Your objective is to accurately define the boundaries of your version of the customer’s price-capability window – the Winning Price Window – through the pricing-to-win process.
Iterative price-to-win assessments need to incorporate your customer’s preferences and feedback, your own capability, solution innovation and costing models, and an understanding of your competitors’ behaviours and history.
This will require a team approach to most favourably position your solution and price to win versus those of competitors.