What is a price waterfall?

A price waterfall is a chart, and a discipline. It traces the path from a product's list price down to the pocket price. The pocket price is what the business banks after every discount, rebate, allowance, payment term and freight concession.

Subtract the cost of serving that customer and you reach pocket margin. The waterfall exists because most of those deductions never show on the invoice. In most businesses, nobody can say what any given customer pays.

Almost every serious pricing review starts with the waterfall. Most businesses have never run one.

The steps from list to pocket

The lines vary by industry. The shape does not: a list price at the top, a series of deductions, and a much smaller number at the bottom.

1. List price. The published or standard price, before anything is negotiated. Even this is often harder than it seems. The top-line revenue number in the accounting system may not equal list price times volume.
2. On-invoice discounts. Standard discounts, negotiated discounts, volume discounts, promotional discounts, competitive-match discounts. These appear on the invoice, so they are at least visible, if rarely added up.
3. Invoice price. What the invoice says. Most reporting stops here, which is why most reporting overstates price.
4. Off-invoice deductions. These lines make the waterfall worth building, because they never appear on any invoice:
   • annual volume rebates and growth rebates
   • settlement discounts for paying early
   • extended payment terms, which are a discount with a calendar
   • freight absorbed
   • co-operative marketing and advertising allowances
   • free goods and samples
   • returns and credits
   • listing fees where they exist.
5. Pocket price. What is left. Across customers of similar size, the pocket price typically varies far more than anyone expects. The spread follows nothing a strategy would recognise.
6. Cost to serve. Freight, small-order handling, technical service, credit and collection, customised packaging, the extra sales calls. The cost to serve differs widely between customers.
7. Product cost. Cost of goods sold, including variations by customer.
8. Pocket margin. Pocket price less cost to serve less product cost. This number says whether a customer is profitable. It regularly comes out negative for customers everyone assumed were fine.

Why draw the waterfall?

Three reasons, in the order they change behaviour.

Leakage is invisible until it is drawn. Finance typically works out rebates and off-invoice giveaways at year end, as an accrual. Nobody sees them in one picture: not the salesperson who negotiated the rebate, the customer who receives it, or the manager who approved the discount. The waterfall is that picture.

The dispersion is the finding. A single waterfall for the business average is mildly interesting. Waterfalls for the ten largest customers side by side are usually alarming. Customers of the same size, buying the same products, end up paying pocket prices far apart.

Nobody chose those gaps. They are the residue of old deals, each concession granted once and never reviewed.

That is where the money is. Closing the gaps needs no price increase. It needs someone to take back the concessions that buy nothing.

Price falls straight to profit. Roughly a full percentage point of realised price drops to operating profit. For a typical business, a 1% improvement in realised price is worth on the order of 7% of operating profit. In process industries it is around double that. Recovering one point of leakage is the same as a one-point price rise, without the negotiation.

How to build one

You do not need software. You need around twelve months of transactions and an afternoon per customer for the first ten.

1. Pick the ten largest customers. They carry most of the revenue. In our experience they also carry most of the leakage, because negotiating power and leakage rise together.
2. Pull a year of invoices for each, at line level: list price, each on-invoice discount as its own column, invoice price.
3. Add every off-invoice line from finance: rebates accrued and paid, settlement discounts taken, allowances, freight absorbed, credits. Attribute them to the customer even where they were booked as a lump.
4. Convert terms to money. Ninety-day terms against a thirty-day standard is a two-month loan. Cost it at your cost of capital and put it in the waterfall.
5. Estimate cost to serve roughly: delivery frequency and drop size, service calls, order size, returns. Precision can come later. The ranking is what changes decisions.
6. Estimate product cost. On the first pass assume average cost of goods sold. Customer and product variations can come later.
7. Draw it. One bar per step, per customer, list price at the top. Then the ten pocket prices on one chart, in order. Show that chart to the people who approved the deals.

The waterfall becomes valuable when it becomes routine. Refresh it quarterly for the major accounts. Extend it to segments. Eventually, report pocket price and pocket margin by customer as a standing number.

What the waterfall usually reveals

• Terms that buy nothing. Rebates that pay out regardless of behaviour. Settlement discounts taken by customers who pay late anyway. Allowances nobody can explain or remove. The fix is conditional terms: paid for measured behaviour, retired when they stop earning.
• Discounts granted by whoever the salesperson asked. The waterfall puts a dollar figure on the approval ladder nobody follows.
• Leakage that scales with customer power. In one distribution business with several overlapping reseller schemes, the largest tier gave away a far greater share of list price than the smallest. Most of it was undocumented. The biggest accounts are the ones to map first.
• Structures that are all exception. In one beverage business the number of active pricing conditions ran into the tens of thousands, against no uniform list price at all. When the structure is the exception, you cannot trust any waterfall until the structure is rebuilt.
• Customers with negative pocket margin. Usually small, frequent, demanding, and priced as if they were easy.

Where a business stands on the waterfall

The practice "visibility from list price to pocket price" sits in the price-getting dimension of a Stages of Excellence pricing assessment. The five stages read:

• Lagging: Nobody can say what any given customer actually pays after discounts, rebates, terms and freight.
• Basic: Invoice price is visible; rebates and off-invoice giveaways are worked out at year end.
• Competent: A price waterfall from list to pocket exists for major customers and is updated at least quarterly.
• Advanced: Pocket price and pocket margin are reported by customer and segment, and the biggest leaks have owners.
• Leading: Waterfall leakage is managed like a cost programme: targeted, tracked and reported to the executive.

Most businesses that have never drawn one sit second from the bottom. The move up a stage takes an afternoon per customer and is worth points of margin. It is the fastest money in pricing.

Frequently asked questions

Does a consumer business need a price waterfall? The equivalent is the leakage line: vouchers, promotional discounts, price-matching, staff discounts, loyalty redemptions, goodwill refunds, marketplace fees. Few businesses know what those cost in total each month. The same discipline applies: measure each line, give the biggest one an owner and a cap.

What is the difference between pocket price and net price? Net price usually means invoice price after on-invoice discounts. Pocket price goes further and removes the off-invoice deductions as well. The gap between the two is the part of the waterfall most businesses have never seen.

Who should own it? Whoever owns pricing, supported by finance for the off-invoice lines. If nobody owns pricing, a keen analyst usually builds the waterfall once and nobody refreshes it. The unrefreshed waterfall is its own diagnosis.

We have list prices in one system and rebates in a spreadsheet. Can we still do it? Yes. Split systems are the normal starting condition. Agreeing one source of truth for realised price by customer is itself a practice on the grid. A waterfall for ten customers shows which ten data defects to fix first.

• Take the Pricing Health Check
• See what 1% of price is worth in your business
• The Stages of Excellence in pricing