Pricing Strategies for Selling Products

One of the biggest challenges of running a small business is creating an effective pricing strategy.

Setting the right price can make or break a business—undercutting competitors or charging too much can be the difference between success and failure.

Small businesses must carefully consider various pricing strategies when creating a plan to ensure they remain competitive in their industry and maximize profits.

Let us explore a few pricing strategies that small businesses can implement –

Penetration Pricing

Setting a low price point when entering a new market to draw in customers and increase market share.

Penetration pricing is a pricing strategy in which a company sets a relatively low price for a product to quickly gain market share.

By pricing its product low, the company can quickly penetrate a market and establish its presence.

The low price can be used to attract consumers, create sales volume, and create a competitive advantage over other companies in the market.

This strategy is often used to gain an edge over competition or to enter a new market.

Pros and Cons of Penetration Pricing


Low introductory pricing encourages customers to try out a new product and could lead to increased revenue.

Penetration pricing can help increase a company’s market share by letting customers perceive the product as great value for their money.

Lower pricing can help increase demand for the product and might draw in more customers than expected.

It can help increase brand awareness, leading to higher brand loyalty and increased sales over time.


Low pricing can open up a market to an influx of competitors who may be providing the same product at a lower price.

Established players in the market may respond with strong price cuts in order to retain their market share.

Unexpected demand for the product could lead to a shortage of supply if demands are not matched with the production capacity.

Businesses may be unable to recoup their costs or return a reasonable profit margin due to the reduced prices of the product.

Premium Pricing

Charging a premium rate that reflects the quality of the product or service, or the value that the customer will get from buying it.

Premium Pricing is a business strategy used to market and sell a product or service at a higher than normal price point relative to the competition.

This is often done to increase profit margins, emphasize the brand, and differentiate the offering in the marketplace.

Premium Pricing is usually employed when companies want to saturate their target markets with high end product features, features that may not be offered in lower priced competitors’ offerings.

Premium pricing can be used to capitalize on branding and marketing initiatives, differentiate from competitors, and capture consumer attention

Pros and Cons of Premium Pricing


It can help to increase revenues and profits. Premium pricing helps businesses set higher prices for products or services and therefore receive higher profits from them.

By charging premium prices, businesses can create a perception in the minds of consumers that their products and services are of high quality and luxurious.

Businesses can separate their premium offerings from those of their competitors and present their customers with a unique and desirable product.


Limit customer base. Those with limited incomes may be unable to afford such high prices, and may instead opt to purchase from competitors charging lower prices.

False perception of quality. Businesses risk creating a false perception that their products or services are of higher quality than their competitors. In some cases, this could be misleading for customers.

It may encourage customers to shop around. When customers are given the perception of high quality due to premium prices, they may shop around for the product or service with the best price.

This could end up leading to decreased revenues for businesses charging the premium prices.

Freemium Model

Offering a basic version of your product or service for free, while charging a premium for advanced features.

A Freemium model is an online business model in which basic services are offered for free, but additional features must be paid for.

The model, also known as “freemium,” is often employed in the digital services market, such as web services, software and gaming.

The idea behind this model is to attract a wide audience with free services, while earning additional revenue from the paying customers.

Pros and Cons of Freemium Model


Low Entry Cost. The main advantage of the freemium model is that it lowers the barrier of entry for users.

Interested customers no longer need to commit to an expensive purchase before giving the product a try.

This increases the chances of a good user experience, leading to more satisfied customers, which in turn increases conversion rates.

Increased Exposure. Offering a product or service for free can create a lot of publicity and build a customer base more quickly.

It can also result in more referrals and word-of-mouth marketing.

Loyal Customers. Customers who use your free product are more likely to become loyal customers on the long run, helping you generate more revenue.

Recurring Revenue. The freemium model provides an opportunity to increase your company’s revenue through subscriptions, as customers will be billed on a recurring basis.


Low Profits. There will be a large amount of users who use your free product, but never upgrade to the premium version, thus resulting in low profits.

Increased Support Load. Offering a free product might lead to an increased support load as users will expect reliable customer service for the free product. This could be expensive for small businesses.

Piracy Issues. When a product is offered for free, it can attract malicious users who may try to hack or pirate the product. This can create potential issues for the business.

High Rate of Abandoners. The freemium model also comes with a high rate of abandoners i.e. users who start using the free version, but never upgrade to the paid version.

This leads to a decrease in the number of paying customers.

Dynamic Pricing

Dynamic pricing is a pricing strategy used by businesses to optimize their profits and maximize sales by adjusting prices in real-time in response to changing market conditions.

It involves setting prices based on supply and demand, competitor prices, customer segmentation, and other external factors.

Dynamic pricing can be used in a wide range of industries, including e-commerce, retail, hospitality, airlines, rental cars, and more.

It can also help businesses to increase customer loyalty and satisfaction by creating a personalized pricing experience.

Dynamic pricing can be a powerful tool for businesses to stay competitive in the market and maximize their profits.

Pros and Cons of Dynamic Pricing


Increased Profits. Dynamic pricing allows businesses to adjust pricing in order to better respond to customer demand, increasing profits.

Increased Revenue. By responding to customer demand, dynamic pricing can help businesses increase their revenues by charging more for high-demand products or services.

Improved Customer Retention. Dynamic pricing can help businesses improve customer retention by offering discounts and promotions specifically tailored to their customers’ needs.

Increased Efficiency. Dynamic pricing allows businesses to adjust their prices in real time, making it easier to quickly respond to changes in the market.


Increased Complexity. Dynamic pricing requires businesses to constantly monitor and adjust their prices, adding complexity to their operations.

Reduced Loyalty. Customers may become less loyal if they feel that they are being charged different prices based on their past purchases.

Regulatory Risk. Dynamic pricing strategies may be subject to regulations in certain industries, increasing the risk of fines or other penalties.

Negative Public Perception. Dynamic pricing may be seen as unfair by some customers, leading to negative public perception.

Bundle Pricing

Bundle pricing is an approach to pricing products and services that offers customers the option of buying multiple items for a reduced price.

It is an attractive promotional tool for businesses, as it encourages customers to purchase more products or services than they would normally buy, or entices them to try something new.

Bundle pricing can also help businesses increase their customer base, as they offer a discount to consumers who purchase a combination of items.

Pros and Cons of Bundle Pricing


Bundle pricing can help businesses increase sales, since customers are more likely to purchase a bundle of related products than individual items.

It can help businesses attract new customers who are looking for a deal.

Bundles can help businesses differentiate their products from the competition.

Bundles can help businesses reduce costs by eliminating the need for individual packaging and shipping costs.

It can help businesses increase customer loyalty by providing value for their money.


Bundle pricing can lead to a decrease in profits if customers are not willing to purchase the bundle.

It can lead to a decrease in customer loyalty if customers feel like they are being overcharged for items that they do not need.

Customers may feel like their choices are limited when presented with a bundle.

Bundle pricing can lead to confusion, as customers may not understand what items are included in the bundle.

It can lead to an increase in returns if customers are not satisfied with the product they receive.

Value Based Pricing

Value-Based Pricing is a pricing strategy used by businesses that involves pricing a product or service based on its perceived value to a customer.

It goes beyond simply looking at costs, allowing companies to consider all the factors that influence the final purchase decision, including the customer’s needs and preferences, competition, pricing history, and macroeconomic trends.

This approach makes it easier for businesses to set the right price that aligns with their goals.

The key to successful value-based pricing is to understand the value the customer receives from the product or service, and then price accordingly.

This method enables businesses to maximize profit and customer satisfaction while also making sure they remain competitive in their respective markets.

Pros and cons of Value-Based Pricing


Increased profits. Value-based pricing allows companies to charge more for their products and services, leading to higher profits.

Increased customer loyalty. Customers tend to be more loyal to companies that charge prices that reflect the true value of their products and services.

More control over pricing. Companies have more control over pricing when using value-based pricing since they can adjust prices based on the perceived value of their product/service.

More customer satisfaction. Customers are more likely to be satisfied when they feel they are getting value for their money.


Harder to measure value. It can be difficult to accurately measure the value of a product or service, making value-based pricing more of an art than a science.

Unpredictable pricing. Since value-based pricing is based on perceived value, it can be hard to predict how customers will respond to different prices.

Risk of alienating customers. Companies risk alienating customers if they set prices too high and are perceived as gouging.

Time consuming. Pricing based on value requires more research and analysis, which can be time consuming.

Psychological Pricing

Psychological pricing is a pricing technique in which businesses set prices on their products at certain levels that create an emotional response in the customer.

These prices may be slightly below a round number, or come with unsought-after ‘extras’, so the customer feels as if they are getting a better deal.

This type of pricing is used to make products or services appear more desirable or affordable to customers, leading to an increase in sales.

Pros and Cons of Psychological Pricing


Increases sales by making products appear more attractive and appealing to customers.

The perceived value of a product enhances by making it seem cheaper than it really is.

Helps to make customers more likely to purchase a product due to its perceived affordability.

Increases profits for businesses as customers are more likely to buy the product at a higher price than what it’s actually worth.

Creates a sense of urgency and encourage impulse purchases.


It can create a negative perception of the business if customers feel like they’ve been tricked into buying something at a higher price than what it’s actually worth.

Can be viewed as dishonest and unethical, as customers may not be aware that they are paying more than what the product is worth.

Customers may feel like they’ve been taken advantage of and may cause them to be less likely to purchase from the business in the future.

It may lead to confusion among customers if they are unsure of the actual value of the product.


No matter which pricing model a company chooses, it is important to consider the competitive landscape and the target customer when setting prices.

Companies should also evaluate their pricing models on a regular basis in order to ensure they are getting the best return on their investment.