Create and communicate more value to your customers

In today’s B2B environment, you need innovative ways to communicate superior value to your customers. B2B Pricing Strategy 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

competitors

Successfully counter low-cost competitors in your markets

Negotiate

Negotiate more efficiently with procurement services

benchmarking

Improve your benchmarking competencies

Next start & fee
Program length: 5 weeks of study (4-6 hours per week)
2020
from
02
Nov.
to
06
Dec.

Online

CHF 1,950

SPECIAL OFFER

CHF 1,750 for IMD alumni

 

Application deadline:

Application deadline closes 2 weeks before the session starts.

Videos
23
Videos
Business cases
9
Business cases
Group work sessions
6
Group work sessions
Coaching feedback
8
Touchpoints with professional learning coach

The program has empowered me with insights to refine, apply and govern our pricing policy across EMEA enabling me to eliminate unnecessary margin sacrifices on the short-term and build a strategy for long-term margin security. The course has also connected me with peers across industries and regions along the way which I value and intend to maintain in future.

Pavel Andreev

Strategic Revenue Management Director, Mars Wrigley Confectionary

Disclaimer

IMD complies with applicable laws and regulations, including with respect to international sanctions that may be imposed on individuals and countries. This policy applies to all applications for IMD programs from individuals or organizations, and any commercial or non-commercial partnerships.

IMD business school rankings

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

Ranking item 1
Ranking item 2

We have reopened our Lausanne campus and resumed classroom learning while continuing our virtual and hybrid programs.

Learn more