Pricing Recommend

---
name: pricing-recommend
description: Use when choosing or prioritizing actions from pricing evidence.
---

# Pricing recommendations

**Before step 1, read the [shared rules](../references/shared-rules.md).**

## 1. Frame the decision

- Establish the decision and its constraints.
- Reuse findings already supplied.
- Return to [analyze](../pricing-analyze/SKILL.md) only for gaps that could change the choice.

## 2. Order candidates

- Order candidates with [evidence ranking](../knowledge/methods/evidence-ranking.md).
- Keep profitability, effort and customer risk visible beside the order.
- Material risk can change which action you choose. It does not change the evidence order.

## 3. Compare options

For each viable option, state:

- what changes and who is eligible
- the value-capture mechanism
- the supported conditional impact
- the tradeoffs, and what could defeat it

While comparing:

- Where relevant, consider contract timing, value or service changes, channels and alternatives to a blanket increase.
- Compare contribution and customer or renewal effects on a matching cohort and horizon. Near-term revenue is not long-term contribution.
- Use the card that matches the evidence or the option:
  - explaining a margin movement behind an option: [margin drivers](../knowledge/margin-drivers.md)
  - differences between comparable customers or items: [peer comparisons](../knowledge/methods/peer-comparisons.md)
  - whether a discount or exception was authorised: [discount governance](../knowledge/methods/discount-governance.md)
  - options for one customer group: [segmentation](../knowledge/methods/segmentation.md)
  - value-based options: [value estimation](../knowledge/methods/value-estimation.md)
  - options that change the charging unit, package or entitlements: [offer architecture](../knowledge/methods/offer-architecture.md)
  - experiment or promotion evidence: [experiments and promotions](../knowledge/methods/experiments-and-promotions.md)
  - recurring or usage schedules: [recurring scenarios](../knowledge/methods/recurring-scenarios.md); renewals and migration of existing customers: [renewals and migration](../knowledge/methods/renewals-and-migration.md)
  - anything else: the [knowledge index](../knowledge/index.md)
- Before choosing an action for a flagged customer, item or rep, look up each one's likely cause in the data you have, such as contract type, approver, offers, product or customer mix, order size or billing unit. Match each action to its cause, and name any cause you could not check.
- Stage changes, and weigh the risk of losing each account against the amount at stake.
- Floors, peer prices and value estimates do not establish optimal targets.
- To size an option when response or capture is unknown, use [price-change economics](../knowledge/methods/price-change-economics.md).

## 4. Choose

- Lead with the chosen action and the reason, then relevant alternatives, material qualifications and the next evidence needed.
- Weak evidence can justify validation, a trial or no immediate change. A proposed test names who is in it, the control, what to measure, how long it runs and the result that decides it.
- If the choice needs a new structure, continue in [design](../pricing-design/SKILL.md). If the user asks for rollout planning, continue in [execute](../pricing-execute/SKILL.md).