First thing, sorry for the spacing issues and some funny words in my responses due to autocorrect on my mobile device.
Couple things to clarify still though.
1) we do understand the target market
2) the target market is buying or wants to buy, just not for the reasons we thought they would.
My question was about justifying the value to the customer for pricing given a customer has bought or will buy because it looks good. Normally we could say something like the following which would be consistent with traditional B2B cost savings or revenue generation justifications for expenditures:
"You will be able to re-coup your costs of our product because other products are typically 70% efficient where ours is 90% which will result in X power savings with the full cost covered after only Y months. You can also get a carbon tax credit because of this and your "green" program will be well underway with meeting its goals this year."
"Because you can incorporate your own custom images and texts you will be able able to promote the food and beverage selections in your restaurants within your rooms. This will lead to higher sales revenue and other industries suggest ranges of 10-20% increases in food purchases. After only X weeks the costs are covered."
"Studies have shown that the longer people stay around a particular area the more likely they will buy something. By allowing charging at the bar or next to your hotel owned store your guests will be purchasing X more stuff. Your guest scores go up and you are way ahead after just X days."
"You already have purchased Y product for X price because you know that on average there are 4 USB devices per person today and the millennials are looking for high tech. You will not only save Z amount because of the cost savings over the Y product compared to ours you will also be able replace your business workstations more cheaply because our product allows you to connect lower cost but higher quality wired keyboards and mice to mobile devices too."
The question I was asking is this. If we provide a customer with a price no matter what price. How can we provide them with supporting details as to how this price is of good value to them. Asking them, "why are you willing to pay such a price just because you like how our stuff looks" isn't really a good question is it? They themselves may be willing to pay a certain price but only because they have an emotional justification. I am looking for something more objective to reassure them that they received good value.
What I would like to say is something like this:
"I agree Mr/Ms decision maker that appearance is the number one thing to consider and because it is well known that profit increases by U percent and your guests happiness scores increase by V when your guest are surrounded by pretty things due to the resulting pupil dilation that lasts on average W minutes. As we know anything your guests see during this pupil dilation duration they will be X more likely to spend Y. Because of this you are getting great value by only paying Z amount for our products we are selling you".
If the above seems silly I can provide insights from working at ebay which is largely B2C. There are measurable differences in buying behavior based on whether the background color of a product picture is light or dark. There are measurable differences based on whether a person is in the product picture or not. Think "pretty girl" standing beside a car for sale. The color blue is the more universally favored color by both males and females. The color white and black by far outsell all other colors. I could go on and on.
How to value beautiful products in the B2B world?
Not asking if a good looking product has more appeal than an ugly one. I think we all agree that it helps when a product looks good.
Not saying other hard money arguments don't apply to our products. They most certainly do.
Not asking if our products look good. Lets assume everyone thinks so.
The market has spoken, my products do have a perceived value for how they look regardless of the other reasons they are great. How can I provide a quantifiable argument or justification for this perceived value in B2B? The customer doesn't have the insight to connect the dots as to how they monetize beauty...I asked.
If there isn't any value/pricing framework for aesthetics in B2B, which I find unlikely given the universal appeal of beauty, I would suggest that someone should create a startup to figure it out. Aesthetics are undeniably a fundamental influence in business.