The Psychological Factors That Influence B2B Pricing Strategies

Photo of author

By Jacob Maslow

Understanding the psychological factors influencing B2B pricing strategies is critical to developing a successful B2B marketing strategy. Understanding the psychological factors that influence B2B pricing strategies can provide valuable insights into pricing psychology and how to develop an effective and appealing pricing strategy.

By leveraging the power of Adience Marketing Insights, you can deeply understand your target audience’s needs, wants, and expectations. This will allow you to develop a pricing strategy that attracts customers and maximizes profits. With this knowledge, you will develop an effective B2B pricing strategy that considers the psychological factors that influence your potential buyers.

The Role Of Perceived Value In Pricing Decisions

The phrase “perceived value pricing” refers to the price at which consumers buy a product or service. Rather than basing prices on production costs, businesses that use perceived value pricing consider how much value customers believe they get from a purchase.

Perceived value pricing, as an essential marketing strategy, assists businesses in determining how much to charge for a product or service. Marketers usually position a product so that it stands out from the crowd.

Customers typically pay more because they conduct a “value comparison” after utilizing the product or service. Marketers must demonstrate the benefits of purchasing and using a product to sell it.

Using Anchoring and Framing in Pricing Strategies

Tiered pricing strategies, in which multiple iterations of a core product are offered at different prices, are the simplest and most effective way to apply price anchoring (whether you’re in software or not). As a result, you can use the multi-price perspective with your anchor prices automatically built in.

You could display the prices of your competitors on your pricing page. This not only helps clients make an informed decision about your product, but it may also expose them to alternatives. However, your value proposition will hopefully be superior to your competitors.

How And When To Use Social Proof On Your Site

Case studies

Comprehensive, data-driven evaluation of the service or good you’ve already rendered to a paying customer. Promote your business-to-business software, agency services, etc., with this.


Brief, positive feedback from satisfied existing clients. You can use these pretty much anywhere. They can be just as effective on a landing page for a $49/month SaaS subscription as for a free eBook.

Picture, name, company, role! Be sure to verify the credibility of your testimonies. Establish their authority before relying on them to speak for your products.


The best way to explain reviews is to compare them to the more neutral relative of testimonials: reviews. These are useful for highly technical products or in crowded, competitive markets.

Social Media

Positive feedback from established clients and advocates on social media platforms like Twitter, Facebook, Instagram, etc. Keep track of all the great things people say about your business online. Although this form of social proof is more successful with business-to-consumer offerings, it has merit in B2B.

The Effect Of Scarcity And Urgency On Pricing

The mere mention of this word can confound one’s thoughts. It is possible to use urgent terminology as a negotiating tactic. This phrase should elicit a sense of immediacy, if not actual scarcity.

Loss aversion suggests that a sense of urgency is one common psychological strategy that motivates people to act quickly. As a result, it is hard-wired into our brains and is associated with FOMO (fear of missing out) (fear of missing out).

The scientific community believes that the concept of urgency is time-based and causes us to take immediate action. It’s called “urgency marketing” when you incorporate a sense of urgency into your marketing strategy and tactics.

It’s natural to desire limited-supply items. When the word “urgent” is mentioned, people tend to hurry. Consumers act quickly with business-to-business advertising when they feel the need to.

Psychological concepts heavily influence customers’ purchasing decisions.

  • If you need results right away, try sending urgent emails.
  • Time-sensitive advertising strategies have become commonplace.
  • These figures show how persuasively emphasizing a sense of imminence can influence consumers to buy.

Online stores do not use time pressure principles for kicks. It is highly effective at increasing traffic and sales from online stores. It’s human nature to want what others don’t have and making your products scarce can make your customers feel superior.

Tips For Using Psychology To Optimise B2B Pricing Strategies

  • Use ‘charm pricing’: Reduce the left digits by one.
  • Use a ‘prestige’ pricing strategy
  • Use buy one, get one free
  • Make use of comparative pricing
  • Visually highlight the different prices


Pricing strategies for business-to-business transactions are based not only on the cost of goods or services but also on psychological factors that influence how customers perceive value.

Understanding how these psychological factors influence customer purchasing decisions can assist businesses in setting prices that maximize profits while maintaining a competitive advantage.

Businesses can create more effective B2B pricing strategies that increase sales and customer satisfaction by understanding the psychological principles behind pricing.

Images Courtesy of DepositPhotos