Pricing Excellence In Tough B2B Markets   - your learning journey

This online course is 8 weeks long. It's long enough for you to apply to your own working context what you learn and to develop your pricing capabilities.


Over the 8 weeks of courses, here's what you will learn:

Week 1: Examine

Examine how to achieve pricing excellence in tough B2B markets where many companies struggle to capture maximum value. Understand the capabilities needed for pricing excellence. Explore profit drivers, financial leverage and the bottomline impact of small increases.

Week 2: Understand

Understand that price premiums require a superior value proposition, which requires in-depth customer insights. Consider who customers are, what they want and how to use this to create a competitive advantage. Develop new value propositions.

Week 3: Consider

Consider that most companies use cost-based pricing, but there are many disadvantages to this and to competition-based pricing strategies, although it is important to understand costs and competitor prices. Learn why and how to implement a value-based approach.

Week 4: Study

Study the four strategies used by companies with a value-based approach to pricing. Study customer segmentation based on willingness to pay and learn how to charge different prices to different customers. Consider the need for a price carrier: where does your company put its price tag?

Week 5: Learn

Learn the principles of pricing psychology and study concrete examples of what drives buyers to make decisions. Use your understanding of the shortcuts or “heuristics” that buyers apply, to improve how your company frames its offers.

Week 6: Reflect

Reflect on why you should ban the concept of commoditization in order to charge a price premium. Find out how to offer smart discounts and avoid stupid discounts, and how to manage them with “Waterfalls”.

Week 7: Discover

Discover why executives overestimate their maximum price level and underestimate their ability to raise prices without losing customers. Learn specific strategies to be better prepared for important pitches and reverse auctions.

Week 8: Review

Review how to implement what you have learnt so far. Reflect on what you want to achieve; without clear, transparent goals you will struggle to be satisfied with your pricing strategy. Learn more about putting the capabilities needed for achieving pricing excellence into practice.