How do we price sustainable products? That question comes up constantly. Recently in talks I gave this year founders described feeling like they're pricing in the dark. No clean comparison point. Customers who say a product should cost less because it's sustainable.
It's true you're applying pricing in an environment where some of what you need to make the decision isn't always clear. But often hidden underneath is another question: is there a special way we should be pricing this to make it easier?
In this episode:
- Why "there's nothing to compare to" might say more about your pricing approach than your market
- What's really behind the assumption that sustainability drives your customer's decision the way it drives yours
- What changes when you're selling through a channel instead of directly to the person using the product
What's making pricing sustainable products harder — and what do you need to do differently, if anything?
🎧 Full episode: https://thepricinglady.com/why-pricing-sustainable-products-feels-harder/
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