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

This course will be delivered remotely.


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 two separated sessions, to allow participants to work off-line. If needed a private 30-minute coaching session will be provided to each team.


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


“Live” virtual workshop spread across 2 days with break-out exercises for project team application work. The course covers four modules of ~1 -1.5 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. Team off-line work is expected.


  • 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


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


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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