Too often companies fail to realise the full potential revenue of an offer and so make much lower profits than they could. The commonest cause is an inability to price its real value to the customer.
Value-based pricing requires in-depth analysis of your customers’ fundamental concerns and contextual needs. It demands that you develop a real understanding of, and constantly re-evaluate, the financial and emotional impact your offer makes.
This three-hour seminar will give you the tools to:
- Analyse what drives value for a customer
- Understand comparative value profiles
- Quantify the financial benefits of your offer
- Identify emotional drivers and the analysis methods used to determine willingness to pay
- Segment your potential markets by value
- Create a quantified value proposition to support sales
- Develop a pricing policy and a strategy for growth
- Map your strategy for evolving customer value and the market positioning you intend to occupy.
We will intersperse periods of explanation and discussion with examples and workshops for you to apply the methods to your own business. While this session will focus primarily on early stage B2B business, more mature organisations launching innovative products can benefit too. For B2C business we review ways to identify the emotional and psychological factors that drive most consumer sales and determine pricing.
It is preferable for at least two members of an organisation to attend where possible so that they can work together on applying the tools. Ideally they should be from the team responsible for commercialising the offer and/or for its P and L.
On completion attendees, will:
- Know how to develop a pricing strategy
- Understand the link between strategic pricing and growth
- Define the market space they wish to occupy and be equipped to position the company accordingly
