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 — including case analyses — with lots of opportunity to discuss and raise questions.
Upon completion, participants should have a working knowledge of the following:
- A basic framework that fits together the key elements of value-based strategies in the different parts of a market.
- Value estimation techniques that work best for B2B products and services
- Principles for configuring a line of products and a price structure to achieve the best return on value delivered.
- How to break free from the bang-for-the-buck fallacy in pricing premium products and communicating their worth to prospective buyers
- Ways to avoid destructive 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
Shaping strategy to the three different market arenas in which you compete.
- Understanding the difference between "cold war" and "hot war" competitive conditions
- How different value positions call for different market share objectives, different pricing positions, and different competitive engagement postures.
Break free from the bang-for-the-buck fallacy and proportional mindset in B2B.
- How to replace "bang for the buck" with "bottom line" in your value analyses
- How to break through the proportional mindset in communicating your value advantage
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.
- How to excel at Value Tennis: Developing the right "returns" to customers' different "serves" in their attempts to win price concessions
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