Value-in-Use Pricing: An Applied Project-Based Workshop & Coaching

This course will be held regardless of COVID-19 events. It will be delivered remotely over several days.

OVERVIEW

Many businesses struggle to price, or set their price premium, on new innovative products, unique existing products and/or value-added non-product features (e.g., services, reliability). They are further hindered by the inability to validate their price in the market. The best practice for pricing setting in the B2B world, is value-in-use pricing. This course takes a practical, effective approach towards teaching and facilitating participants in applying the concepts to their own product. It provides a ‘take home’ practical excel based tool to support their value pricing. The course also incorporates break-out session exercises where participants work on their own project. Further, the course is broken into separated sessions across 2 weeks, to allow participants to work off-line. Two private 30-minute coaching sessions are provided to each team.

RECOMMENDED FOR:

  • A small cross-functional team of 3 – 5 members (e.g., marketing, sales, technical, pricing)
  • Teams must bring a project (e.g., a new or existing product/service to develop their value price)

FORMAT:

“Live” virtual workshop spread across 2 days with break-out exercises for project team application work. The course covers four modules of ~1 hour each. 2 modules with a 20-minute break in between will be delivered on each of the 2 days. Private 30-minute coaching sessions will be provided per team: once after module 2 and again after module 4. Team off-line work is expected.

OBJECTIVES:

  • Have developed a value pricing hypothesis for one of their products
  • Have developed a practical market validation plan for this product price
  • Have the skills and a value-pricing tool to apply to other offerings

CONTENT:

The course grounds participants in value-in-use pricing best practices including:

  • The benefits of using value-in-use pricing to set your offerings’ prices
  • Identifying customer needs and values
  • Quantifying your value
  • Setting your fair price premium
  • Developing a practical market validation plan

INSTRUCTOR:

Joanne Smith

Joanne Smith, President of Price to Profits Consulting, is the author of The Price Negotiation Playbook and The Pricing and Profit Playbook. She is the former DuPont Corporate Head of Marketing, Pricing and Customer loyalty. Joanne transformed DuPont’s pricing from weak to outstanding. With more than 20 years of global business, marketing, sales and pricing expertise, she now works with B2B companies - around the globe - training sales organizations and helping businesses develop world class pricing and profit strategies. Joanne is on the faculty for the Professional Pricing Society (PPS) and The Institute for the Study of Business Markets (ISBM) and is a frequent speaker at business conferences. She is best known for her practical, pragmatic approach and her ability to build courage, confidence and conviction in businesses/commercial teams to take bold pricing actions. During Joanne’s over 20-year career at DuPont, she managed several businesses, ran several manufacturing operations and lead internal business/marketing consulting teams.

Event Location:

Cancellation Policy: (Prior to course start date)

For the benefit of our attendees, our course attendance is purposefully limited. We will only provide a full refund for cancellations prior to 21 days before the start of the course. In lieu of a refund, prior to 7 days before the start of any course, you may choose to use your payment to attend another Mastery Curriculum Course. Please contact us to determine availability.

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