WHO SHOULD ATTEND

Marketing and Sales leaders and teams, business leaders responsible for pricing decisions, account managers handling negotiations, and marketing leaders aligning value communication with sales.

WHAT YOU LEARN

1. Build Negotiation Confidence: Develop confidence, conviction, and courage to defend your price under pressure, and manage different buyer types and their negotiation tactics.
2. Make Disciplined Decisions: Execute discount strategies with discipline, knowing when to hold and when to flex, and reduce price leakage across the sales process.
3. Apply Strategic Frameworks: Use segmentation strategies in real-time pricing decisions, understand market dynamics and competitive positioning, and apply value-in-use principles.
4. Prepare Systematically: Use negotiation preparation tools, customer pushback planning, and decision-making frameworks to enter negotiations ready for success.
5. Align Teams: Create coordinated sales and marketing approaches to pricing and negotiation, ensuring consistent execution across the organization.

WHAT YOU GET

1. Negotiation strategy frameworks and toolkits for systematic preparation
2. Customer pushback planning templates for common objection scenarios
3. Discount decision-making tools for disciplined choices under pressure
4. Negotiation preparation checklists ensuring readiness
5. Customer-specific talking points ready to use in actual negotiations
6. Aligned sales and marketing playbooks for consistent execution
7. Proven results: typically +1% to +5% realized prices, +5% to +50% profit improvements

INSTRUCTOR

Joanne M. Smith is best known for her practical, pragmatic approach and her ability to build courage, confidence, and conviction for businesses to take bold pricing actions.

She is the author of The Price Negotiation Playbook, The Pricing and Profit Playbook, and Pricing in a Crisis Playbook. Joanne is on the faculty of the Professional Pricing Society (PPS) and a Practice Fellow of ISBM.

She is an expert in pricing and profit management and transformation, product management and development, cross-functional collaboration and leadership, business transformation and change management, customer loyalty initiatives, B2B marketing strategies, marketing and customer segmentation, and team leadership.