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Dictionary by pitch.dog
Pricing & commercial packaging · Core

Willingness to pay

Also called: WTP

ELI5

The maximum price a customer would accept under stated conditions.

Used in conversation

“The pricing slide needs to separate willingness to pay from the commercial assumptions around it.”

Pitch context

You will see “Willingness to pay” in go-to-market plans, sales forecasts, account reviews and commercial proposals when the discussion reaches pricing & commercial packaging.

Why it matters: It helps a reader interpret pricing & commercial packaging without confusing the measure, decision, role or evidence being discussed.

When the words have to travel

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Sources & evidence · 7

Supporting source families. This entry is an editorial synthesis rather than a quotation from one canonical glossary.