WHO SHOULD ATTEND

Individuals or Cross-functional teams (marketing, sales, product, finance) focused on specific products, and organizations ready to shift from cost-based to value-based pricing. Limited to 4 teams.

WHAT YOU LEARN

1. Quantify Customer Value: Validate customer value through direct customer engagement using structured benefit quantification, not assumptions or claims.
2. Determine Fair Premiums: Calculate appropriate price premiums based on validated value and design value-based pricing mechanisms aligned with how customers realize benefits.
3. Build Compelling Stories: Develop value stories ready for sales and customer discussions, grounded in evidence gathered through customer validation during the program.
4. Tailor Pricing Strategies: Design pricing strategies for market success and defensibility specific to your offering, and develop methods to defend price and handle objections.
5. Iterate with Coaching: Refine approach through coached application in 3-week cycles with expert feedback, delivering actual business outputs by program completion. 

WHAT YOU GET

1. Quantified customer value with validated benefit calculations from real customers
2. Fair price premium determination and value-based pricing mechanisms
3. Compelling value story ready for sales discussions with evidence
4. Tailored pricing strategies designed for market success and defensibility
5. Customer validation plans and interview protocols
6. Benefit quantification and modeling frameworks
7. Value story development templates and pricing mechanism design tools
8. Proven results: typically +5% to +20% realized prices, +5% to +15% win rate improvement

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.