Resource Investment | Pricing

Client: Brady Corporation

​

Strategic Decision: Does Brady need to lower its prices to be more competitive and win more business?

Decision Intelligence: The products being sold were industrial identification label printers used in industrial environments. The primary reason Brady won business was the consistent, durable performance of the printer and the reliable performance of the label. The primary reason competitors won business was “ease-of-use” and smaller product footprint.

Outcome: Brady product leaders were being pressured by sales to reduce prices because the sales team believed they were losing business because competitors were cheaper. Our insights revealed that price was not a primary decision driver and guided Brady to produce an entirely new product line focused on “ease-of-use” and smaller footprint. As a result, Brady’s win rate increased by more than 30%.