Initial situation
A leading provider of land transport planned to significantly expand its presence in the German market. Despite offering high service quality, the company was unable to sufficiently differentiate itself from established competitors.
Pricing was heavily influenced by individual decisions made by individual employees, leading to inconsistencies in offers. Discounts were often granted based on gut feeling, without clear guidelines or transparency regarding the profitability of individual customers. The result: an EBIT margin that was significantly below expectations in the German business.
Management decided to seek external support to professionalize pricing and build a scalable, future-proof solution.
Our approach
In close collaboration with the management and sales team, we developed an end-to-end pricing solution based on three pillars:
Strategic Orientation
First, we analyzed the market: the competitive environment, customer needs, and pricing structures in Germany. Based on this, we developed a clear value proposition for the German market. This formed the foundation for a positioning based not solely on price, but on the added value of the services offered.
Structured Pricing Framework
Together with the client, we developed a transparent pricing logic that enabled consistent decision-making. This included clearly defined pricing models, transparent surcharges, and guidelines for discounts. The new framework ensured that customer offers were no longer dependent on individual decisions but followed a uniform logic.
Technological Support
A key success factor was the introduction of pricing technology that automated and standardized processes. The tool enabled pricing decisions to be mapped quickly and transparently and provided sales with a clear tool. This reduced errors and at the same time strengthened assertiveness in price negotiations.
Results
After just a few months, a clear effect became apparent:
Offers were consistent and understandable, regardless of the individual sales representative.
The EBIT margin in the German business increased significantly.
Thanks to the clear value proposition and the new pricing logic, the provider was able to position itself more clearly in the German market and differentiate itself from competitors.
In the long term, the new technological solution created a foundation that enables scalable growth in the German market.
