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Common Pitfalls of Value Pricing and How to Avoid Them

Many B2B companies are embracing value-based pricing due to its large potential to increase profitability, yet many of these companies struggle to achieve these profits. They may start out strong, achieving price increases for a few products, but ultimately have difficulty getting their organizations to embrace, implement and/or sustain the value-based pricing journey.
In this session, Joanne will share her insights on common pitfalls that she sees numerous B2B companies fall into as they begin their value-based pricing, marketing and sales journeys.
Joanne will cover…

  • Common value-based price setting methodology and tactics that hinder your ability to effectively quantify your value and value-price.
  • Widespread scenarios where teams do not effectively use value-based pricing content in their value marketing, selling and negotiations.
  • Frequently seen obstacles to sustaining the value-based pricing transformation.
  • Approaches to overcome these value-based pricing pitfalls.


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Joanne Smith

Joanne Smith is the Founder and President of Price to Profits Consulting.

Prior to founding Price to Profits Consulting in 2013, Joanne was the former Corporate Head of Marketing, Pricing and Customer loyalty for DuPont. Joanne transformed DuPont’s pricing from weak to outstanding while delivering unparalleled profits.

She is the author of The Price Negotiation Playbook, The Pricing and Profit Playbook and Pricing in a Crisis Playbook and on the faculty for the Professional Pricing Society (PPS) and The Institute for the Study of Business Markets (ISBM).

With more than 20 years of global business, marketing, sales and pricing expertise, she now works with B2B and B2B2C companies - around the globe - helping them develop world class pricing and profit strategies as well as training sales organizations.

Joanne is best known for her practical, pragmatic approach and her ability to build courage, confidence and conviction in businesses or commercial teams to take bold pricing actions.

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