"“No company has ever failed from making a profit. Most companies are revenue driven, market share driven, sales driven and only about one quarter are truly profit-oriented.”
So if you want your company to not just survive the Coronavirus pandemic but thrive long into the future, you need to understand that pricing isn’t about the price per se, it’s about value.
More importantly, price is about the value your customers place on your product or service.
“Pricing is about value, or more precisely, the value perceived by the customers. If the customer perceives a high value, he or she is willing to pay a high price. If the perceived value is lower, you have to offer the product at a lower price.”"
Trecho retirado de "Why Pricing Is Not Primarily About Price with Hermann Simon"