Create and communicate more value to your customers

In today’s B2B environment, you need innovative ways to communicate superior value to your customers. Pricing Excellence in Tough B2B Markets gives you a deeper understanding of value-based pricing, and enhances your critical pricing and procurement negotiation capabilities.

You will enrich your knowledge about what B2B customers really want and use these insights to define a better value proposition for your business. Through greater understanding of value-based segmentation, price elasticity and pricing psychology, you will work out when offering a discount is a smart idea — and when premium pricing is the right strategy.

You will complete the program by creating a concrete action plan to increase your company’s profit margin.

sell value

Learn to sell value rather than attributes to customers


Successfully counter low-cost competitors in your markets


Negotiate more efficiently with procurement services


Improve your benchmarking competencies

What's special about learning online @IMD?

You experience immersive, interactive learning. You get personalized coaching at each step and constant opportunities to translate what you learn to your own business context. 

IMD's world-class faculty introduce you to the very latest in business knowledge, and provide you with skills to overcome challenges and find solutions.

Advance through your learning journey with weekly feedback from your dedicated personal coach. Discuss questions directly with your professors during live open office sessions. Sharpen your ability to apply and assimilate what you learn through group work with peers.

Business cases
Business cases
Group work sessions
Group work sessions
Coaching feedback
Touchpoints with coach

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Ernest Hemingway

Former participant

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Stefan Michel

Program Director

Next start & fee
Program length: 8 weeks of study (4-6 hours per week)

Special offer

CHF 3,500 for IMD alumni

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How do you compare to your peers?

Identify your opportunities for career development.


IMD business school rankings

At the top of the charts

Our executive education programs are ranked highly by the world's most influential business publications.