Pricing, when done properly, is one of the most difficult tasks any business faces. Yet it is usually only given a perfunctory once-over.  Customers have a range in mind that they’re willing to pay, but if you ask them, cheaper is always better.  Ask a customer what they paid for something after the fact, and they’ll probably have a hard time remembering exactly.  Price something too low, and people wonder about the quality.  Price too high, and you’re out of budget.  How can you meet your customer’s expectations without directly asking them?
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