Full-Day Workshop
Professional Pricing Society
B-to-B Pricing Certification Workshop
This workshop is intended for people who are fairly new to value-based pricing and those who want a thorough review of the principles that underlie value-based strategies in B2B markets. The session will be very interactive, with lots of opportunity to discuss and raise questions.
Upon completion, participants should have a working knowledge of the following:
- A basic framework for understanding the key elements of a value-based strategy and how they fit together.
- Value estimation techniques most appropriate for B2B markets
- Principles for configuring a line of products to achieve the best return on value delivered.
- Keys to developing value-based price structures and discount schedules.
- Steps to avoid cutthroat price competition without becoming a price pushover.
Key topics include:
The Big Picture: Bargain Value Strategies vs Premium Value Strategies:
- Determining which type holds greater promise for you
How to avoid ConsumerThink in formulating B-to-B strategy
- Understanding the important differences between B-to-B and Consumer Marketing
Understanding the three strategic arenas in each market in which you compete.
- How to avoid the zone of wishful thinking in pursuing market share
- Understanding the difference between "cold war" and "hot war" competitive environments
- How different value positions call for different market share objectives, different pricing positions, and different competitive engagement postures.
Price leadership in a competitive B2B environment
- How to avoid cutthroat price competition and foster market stability at profitable price levels
- The three basic signaling strategies for the three different strategic arenas that make up each market.
Pricing over the technology life cycle
- Pricing new, innovative products. Pricing during market growth, maturity, and decline.
- Where price skimming strategies make most sense; where price penetration strategies make most sense.
Profiling value segments
- Understanding both the benefit and the cost elements of your full product/service offering.
- Determining how your value elements differ from competing alternatives and which matter most to the different types of customers you target.
Creating your product/service menu and price structure
- Keys to configuring a line of products and services
- How to use price fences and selective uglification to improve return on value delivered.
Communicating your value advantage and Selling with value, not price
- Understanding Price, Convenience, Value, and Loyal customers.
- Value Tennis: Developing the right "returns" to customers' different "serves" in their attempts to get price concessions
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