Making Sense Of and Assigning Value to Intangible Goods

Today, Apple’s stock is $520 per share, and Google’s is $1,018 per share; two similar companies that have similar services and products.  Yet, they are worth drastically different amounts. 
 
How do you put a price on something that you can’t see or touch? 

What is the psychological implication of assigning value to an intangible product or service? 

The answers to these questions will be revealed in Leigh Caldwell’s workshop Pricing the Intangible, focusing on behavioral economics and consumer decision making. 
 
In this workshop, Leigh will help attendees to determine how to calculate the right pricing for intangible goods across all industries, and in both B2B and B2C scenarios. Participants can expect to discuss:

• The principles of behavioral economics and psychological pricing, and how to apply them at an advanced level, to create intangible products,
• The twelve sources of intangible value and the formula for calculating the right price,
• How to add invisible benefits to your existing products and services to create demand and increase willingness to pay,
• The secret of how intangible products give meaning to your customers’ lives.

Leigh Caldwell will be leading the workshop Pricing the Intangible at the PPS 9th Annual European & Global Conference and Workshops in Berlin, Germany in December.