B2B and B2C Pricing Excellence Workshop 2010

Pricing is the most important lever to improve short-term profitability. A limited number of companies master pricing strategies, pricing tactics, and pricing processes extremely well. Most companies, however, do not. In this course we will learn about the pricing methods and the pricing tools that leading companies deploy for sustained above-average profitability.
Many industry executives assume that their products are essentially undifferentiated and thus set prices in line with competitive price levels; price wars and low profitability typically follow. In this workshop we will learn how leading companies are able to successfully differentiate even commodities and how these companies are able to profitably charge premium prices despite intense competition. You will learn that through smart (low cost) differentiation, there is no such thing as a “commodity”.

This workshop is an interactive mix of lectures, of a review and application of best-practice B2B and B2C pricing case studies and of an exchange among participants on pricing issues. I am confident that the insights from pricing theory, methods, and tools, from best practice case studies, and from participant exchange will enable you to identify several key areas in your own company where you will be able to substantially improve profitability via a change in pricing strategy and tactics.