Pricing. Profit. Growth.
Many businesses leave money on the table due to reliance on unstructured commercial processes, gut instinct decision-making, and pricing strategies that are overly influenced by costs rather than perceived value and willingness to pay.
We help businesses take a different path.
We blend expertise in commercial strategy, value-based pricing, value-based selling, and high-stakes sales negotiations, to deliver results that matter, all the way from strategy to realization. We help you put value at the center of your commercial decisions - so the right value reaches the right customer, at the right price.
With over 15 years of hands-on experience, we don’t just advise - we embed and execute. Working with you, not for you. We'll be right there, pricing, selling, and negotiating alongside your team — because real change only happens when it’s lived and done, not just advised. Expect fast results, delivered through close collaboration with your team.
We primarily work across B2B industries where value-based pricing is pivotal for profitability and growth, including Private Equity, Industrials, Manufacturing, SaaS/AI/Platforms, IT Services, Professional Services, and Financial Services.
Joris Smits
Founder & Advisor
Joris is a globally renowned commercial strategy & pricing expert and the author of Pricing Power. With over 15 years of experience in commercial strategy, pricing & revenue management, and high-stakes sales negotiations, he has served as a trusted advisor to numerous prominent B2B companies, driving impactful commercial transformations. Joris has held various key commercial leadership roles at Cargill. He also held various consultancy roles, including positions at Simon Kucher & Partners and PWC.
“Collaborating with Joris was a game-changer. His thought leadership in pricing enabled us to co-create a model that aligns perfectly with our customers' needs and maturity. It also helped refine how we market our solutions and communicate our value. I would strongly recommend him to anyone seeking to elevate their pricing strategy.''
Jelle Groenendaal & Bram Ketting, Co-founders, 3rdRisk (SaaS)
"Our collaboration with Newalpha was highly successful and brought value across multiple areas. A standout moment was when Joris supported us during a high-stakes deal negotiation with one of our top clients. His guidance was instrumental in helping us secure a true win-win agreement focused on long-term value. This kind of hands-on, results-oriented consulting in commercial excellence is something I would strongly recommend to anyone serious about accelerating their top-line growth."
Dimitri Yocarini, CEO, Olympia
Cases
3rdRisk:
Elevating pricing, packaging and go-to-market
Industry: SaaS, Third party risk management
Olympia:
Value-based pricing
& negotiation excellence
Industry: Temporary staffing and recruiting
Data4:
Packaging and pricing cyber security offering
Industry: IT, Managed Service Providers (MSP)
Target due diligence - Pricing and monetization capabilities
Industry: Private Equity
PGGM:
Packaging and Pricing for HR-benchmarking services
Industry: SaaS, Financial Services
Boosting value pricing & value selling
Industry: Management consulting, Interim and Search
Selection of our clients
Expertise
Commercial strategy
- Customer segmentation
- Positioning
- Value proposition
- Customer life time value
- Bundling and packaging
- Cross- & upsell strategies
- Distribution and channel strategy
Value-based pricing
- Pricing strategy
- Price positioning
- Price differentiation
- Recurring revenue models
- Dynamic pricing
- Psychological pricing
- Pricing operating model (organization and process)
Value-based selling & Negotiation excellence
- Sales effectiveness
- Structured deal management
- Value-based proposals
- Key account contract negotiations
- Cross and upsell strategies
- Sales operating model (organization and process)
AI, tools & analytics
- AI-driven price optimization
- Price management
- Commercial analytics and reporting capabilities
- AI-supported configure, price, quote (CPQ)
- CRM & Pipeline Management
Services
Consulting
Interim & fractional support
Training & coaching
How we can collaborate
Fixed fee
Concrete scope, measureable impact.
Outcome based
We like to (partly) tie our fees to measurable results, to be in the game together.
Equity stakes
As form of payment or by co-investing with you.
Insights
In a competitive marketplace, many B2B businesses fall into the trap of believing they are...For most B2B companies, the top 20% of customers account for 80% oftotal revenue, with the top 10...Every B2B company today needs AI-driven pricing, though not all recognize it, and only a few...The question, "What is the best pricing model for me?" actually contains two hidden questions....Investing in your pricing strategy is the most effective way to increase your bottom line. Yet...Imagine you could charge different prices based on your customers' willingness to pay. In this...Get in touch
E: joris@newalpha.partners
T: +31 6 2537 8549
