Aligning price, value and performance: a lever still underused in industry.

The Challenge

For a major player in the construction materials sector, the problem was clear: how to install national consistency in customer pricing while increasing revenue, without losing competitiveness in an ultra-fragmented market where each region has its own economic realities?

INUO Performance supported the sales teams in setting up a structured and steered pricing strategy.

The objective: turn the pricing policy into a true engine of operational and financial performance.

The Methodology

Our approach followed three steps:

Qualify the terrain - Map price zones by product, customer type and nature of the projects, to reflect the reality of the local market.
Set the right prices - Build a 20/80 model, adjusted for perceived value and customer relationship (partner, neutral, opportunistic), with field iterations steered by regional managers.
Anchor the method - Creation of a regional price committee, a commercial communication kit and a governance structure to maintain consistency and impact over time.

The Results

Gross margin improved without losing volume
Consistent pricing approach applied across all regions
Value based pricing anchored in day-to-day commercial practice, with tools to sustain it

“Good pricing is not decreed. It is modelled, tested and installed as close to the field as possible."

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