Open Access

Anne Seelmann

• Understanding the importance of incorporating customer perceived value into pricing strategies has proven to be a major competitive advantage. The challenge lies in determining this value from a salesperson’s perspective. This research investigated whether there are discrepancies in the perceived value between customers and salespeople in the direct-to-consumer industry. We measured perceived value through the reports of both customers and salespeople about customers’ willingness to pay (WTP) and perceived price fairness for selected products and services. Across two studies, 111 participants were questioned. A combined analysis of all products and services yielded no statistically significant difference in value perceptions between customers and salespeople. A more detailed examination of the individual products and services revealed several significant discrepancies in the perceived value of customers and salespeople. In the majority of instances, customers demonstrated a higher value perception with the exception of higher-priced products. The comprehension and implementation of these insights can lead to an enhanced sales performance in business organizations by training sales personnel and tailoring marketing strategies. Further research is required to determine whether the findings of the two studies in the direct-to-consumer industry are applicable to other industries as well.