Leveraging Premium Value
Understand how to generate increased worth and obtain your price
Who is it for?
Senior sales staff, sales manager and directors and those with any authority on price setting and customer negotiation.
What does it cover?
This course aims to help delegates understand more fully the complex interactions between psychology, economics, marketing factors, and the customers’ need for ‘value’ in reaching viable, profitable and sustainable pricing decisions. The material goes beyond strictly conventional approaches to pricing.
What will delegates be able to do differently?
- Use the value model to help ascertain or maintain best pricing
- Understand the advantages and disadvantages of “conventional” approaches to pricing, and how and where these should be applied
- Think through and understand customers’ real needs and wants in terms of enhancing their own value delivery
- Recognise how the organisation’s products and services can assist a customer’s value delivery
- Set a price which simultaneously captures this value but does not damage demand or lead to premature commoditisation
- Develop a pricing strategy based on financial, competitive, economic and marketing principles
- Understand rational and emotional buying decisions, and their importance even in bid situations or with trained buyers
Programme overview
Understanding value
- Importance of value in buying decisions
- Rational vs. emotional reasoning and how buyers work
- Analysing objections to value
- How to communicate value
- Differentiation
- The value model
Critique of contemporary pricing methods
- Cost based pricing
- Competition based pricing
- Customer driven pricing
- Value based pricing
- Economic value to customer
- Calculating value based price
- VBP Techniques
Duration and cost
1 day, £1,695 + VAT
Click on the following links for more details on costs and options, guarantees, discounts and our Skills Licence
Funding and bundle options
Part funding options are available on this course
Bundle with any other one-day Sales, service and business development course for just £2,995
Follow on programmes
Key account management
Customer service skills
Process, questions, objections, negotiation
Negotiation for sales people

