Bringing an innovative or new offering to the market is exciting. You have the opportunity to claim nearly 100% market share with little to no competition, at least for now. But your success depends on the pricing strategy you choose.

Targeting less price-sensitive customers, like those willing to pay higher prices to be a product’s first users, can be an effective pricing strategy for those in your situation — one known as price skimming.

But when is the right time to use this strategy, and what does it involve? Read on to learn more about how to use price skimming strategically.

What you’ll learn:

• What is price skimming?
• Why is price skimming effective?
• Pros and cons of price skimming
• How to know if price skimming is right for you
• Price skimming strategy best practices
• Alternatives to price skimming

What is price skimming?

Price skimming is a pricing strategy that involves setting a high initial price for a new product and then gradually lowering it over time. Entering the market at a high price point can signal to customers that a product is high quality, high status, innovative, or otherwise superior to other products. And this can create demand among customers who are willing to pay more for these perceived benefits.

Often, companies that use this pricing strategy face little to no competition, so customers can’t make a price comparison and must make a purchase decision solely based on the product’s perceived benefits.

Once this customer segment is fully tapped — and as competitors enter the market — the first mover will typically lower its price gradually to reach price-sensitive customer segments and to ensure it doesn’t lose market share to lower-priced competitors. Due to rival products entering the market, price skimming isn’t generally considered a long-term pricing strategy.

Price skimming example

A popular smartphone manufacturer is preparing to launch its latest model — one with an additional camera lens, a foldable screen, and full waterproofing, among other features. As the hype builds, tech enthusiasts and brand loyalists who crave the latest innovations are making plans to line up on release day.

They want to be among the first people to own the newest-version smartphone, even at the launch price of $1,199.99. Over time, this price is slowly lowered, making this model more accessible to a broader audience. This strategy not only maximizes initial profit margins but ensures a steady stream of revenue from different market segments.

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Why is price skimming effective?

In my experience, price skimming is particularly effective in the tech sector. When planning the launch of one of our clients’ innovative software solutions, we started with a high price point aimed at large enterprises and early adopters who were willing to pay a premium. These customers valued the product’s unique features and were willing to make a significant investment to be its first users.

This initial pricing helped us recover development costs while building an elite brand image and offsetting the effect of future price reductions. As the market evolved, we strategically lowered the price, even offering small business pricing, to expand our customer base and ensure sustained revenue. This approach not only helped to quickly recoup R&D expenses but established the product’s premium status in the market.

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Pros and cons of price skimming

Price skimming, like any pricing strategy, comes with advantages and disadvantages. Let’s look at some pros and cons:

Pros of price skimming:

• Maximizes early profits: By targeting early-adopter customers who are willing to pay higher prices for earlier access, you can boost short-term profits before competitors enter the market with lower prices.
• Recovers R&D costs: Higher initial prices can help you recoup this significant investment, so you reach your break-even point more quickly.
• Creates a high-quality brand image: Higher prices can signal superior quality to customers, establishing a premium brand image.
• Segments the market: Capture different layers of customers over time, based on price sensitivity.
• Builds capital for business growth: You can use your higher profit margins to hire team members and improve your product to stay ahead of potential competitor innovations.
• Grows your distribution network: By attracting retailers with a higher initial profit margin, you can increase the number of third-party vendors that sell your product.

Cons of price skimming:

• Smaller market penetration: You may alienate price-sensitive customers, at least initially.
• Saturated market over time: High initial profit margins may encourage more competitors to enter the market.
• Lost market share: If you lower your prices too late, competitors can capture price-sensitive customer segments before you can.
• Decreased customer loyalty: If your product doesn’t meet the expectations of early adopters who paid a premium — or if your early adopters feel the price has been lowered too quickly — they may not continue to support your brand.
• Lower future sales of newly launched products: Using price skimming too often may lead to your customers choosing to wait to buy until prices come down.

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How to know if price skimming is right for you

If you’re wondering whether you should choose price skimming over other pricing strategies, read on to see if it could work well for your situation. Consider the following scenarios:

You’re launching an innovative product or service offering

If your product doesn’t offer customers anything new, why would they be willing to pay a high price to get it? Ensure your offering is truly novel and that your marketing clearly communicates its innovative features. Think about your unique selling proposition (USP). Describe how your product will improve customers’ lives in new ways, how its quality or capabilities go beyond what’s currently available, and why competitors who enter the market are likely to offer only poor imitations because of your unique process or premium materials.

Your market has few, if any, competitors with a similar offering

If competitors already offer a similar product, it will be harder to convince customers to pay a premium for yours. For price skimming to work, it’s essential that there’s some type of white space you’re filling in the market. If there are few competitive products, make sure it’s crystal clear why your innovation goes above and beyond what’s currently available.

Your product yields enough excitement that customers will pay a premium

Your R&D should include market research that determines your target customers, which of these customer segments is likely to be early adopters, and how much they’re willing to spend for certain features, innovations, and quality levels. Beyond a new product, you must deliver a premium experience that early, high-paying customers will expect.

While you want to keep your initial price high long enough to fully tap this customer segment (and ensure they don’t feel ripped off if you lower the price too soon), you must keep your eye out for copycat competitors and adjust your prices accordingly.

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Price skimming strategy best practices

To execute price skimming successfully, your strategy must include the following:

• Clear profiles of your ideal customers, including pain points, values, and price sensitivity
• Market research that includes comparisons with potential competition
• Messaging that clearly defines your product’s innovations and value
• A targeted marketing plan to reach your earliest customer segment
• A plan for evaluating and adjusting pricing

As you track changes in demand from your initial target audience, as well as actions from competitors, make sure you’re ready to lower your pricing to stay competitive and to reach a wider customer base.

How to choose the right sales software for price skimming

The right sales software will support your price skimming efforts with key analytics and flexible functionality. These features especially can help you when tracking the effectiveness of your pricing model:

• AI-powered insights: Drive forecast accuracy with AI-predictions. Get the relevant logic, factors, and business trends that go into the predictions so you can make informed decisions.
• Customer feedback: Use surveys to collect and analyze customer feedback. This helps you understand how pricing adjustments impact customer satisfaction and buying behavior.
• Sales metrics: Monitor key sales metrics such as conversion rates, average deal size, and customer lifetime value to assess the success of your pricing strategy over time.
• Configure, Price, Quote (CPQ): This tool allows for flexible pricing configurations. You can use it to set and adjust prices strategically over time, simplifying the process of managing complex pricing models and discounts.
• Customer relationship management: Track customer behavior related to different pricing tiers, analyzing sales data to gauge the effectiveness of your pricing strategy.
• Analytics: Get in-depth analytics and real-time data, so you can monitor the impact of price changes on sales performance, customer acquisition, and revenue.

Maximize these tools by monitoring key performance indicators (KPIs) such as revenue growth, customer acquisition rates, and market penetration levels. Regularly review these metrics for actionable insights that empower you to make timely adjustments to your pricing strategy.

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Alternatives to price skimming

There are four common alternatives to price skimming: competitive pricing, value-based pricing, dynamic pricing, and penetration pricing. Let’s explore these in more detail:

Competitive pricing

Competition-based pricing is where you set your prices at or below that of your competitors. Rather than focusing on production costs and consumer demand, this pricing strategy centers largely on the competition. While it’s a practical way to determine your pricing and easy to implement, it can also lead to price wars and thin profit margins and doesn’t make sense for every company — especially small businesses with limited budgets or businesses with high production costs.

Value-based pricing

A value-based strategy bases prices on customers’ perceived value of the product rather than the cost of producing it. By tying prices to the value and benefits a product delivers, you can maximize your profits while keeping customers happy. This does, however, require a deep understanding of your customers and a consistently stellar customer experience (CX).

Dynamic pricing

This is when companies make real-time pricing adjustments based on immediate demand, customer behavior, and market conditions. You have likely encountered dynamic pricing while shopping on eCommerce sites, comparing airline ticket prices, or using rideshare apps.

Penetration pricing

Essentially the opposite of price skimming, this is when companies set a low initial price to attract as many customers as possible and gobble up as much market share as they can quickly. Companies typically use this strategy when entering highly competitive markets with lower-cost items, where price is a driving factor in most customers’ purchasing decisions. While this model offers a path to high sales volume and larger market share, it can also devalue a product and yield low early profits.

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For the best results, use price skimming strategically

Depending on your product and your long-term goals, you may use a mix of pricing strategies. For instance, price penetration and price skimming often make good partners. When companies that use price skimming exhaust their early-adopter customer segment or see compelling competitors join their market, they must often lower their price and quickly switch gears; shifting to penetration pricing at this phase can help them hold onto and increase their market share.

To see success with price skimming, it’s important to use it strategically and to know when it’s time to adjust for even better results. Remember, you don’t have to choose one pricing strategy and stick with it forever. Different pricing strategies can help you achieve different results in the short and long terms. So, test out a few to find out what works best for you.