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  • Overview

    During this 2-day training, you are offered a firm base for the ins and outs of pricing processes, strategies, and tactics. You will learn, discuss, and reflect on how to increase your and your organization’s pricing maturity while working through the basics to define your own roadmap to realize margin improvement.

    Using classic and innovative price-setting methods, you will gain insights into the elements that influence price and learn the different steps of an optimal pricing process. You’ll also discuss how to detect which factors cause price pressure and how to handle them. The training is punctuated with life cases and practices on top of having plenty of time to share your experiences, ask your questions, and take advantage of peer learning.

    Unlock unparalleled opportunities for growth by upgrading to our exclusive Combi Ticket, seamlessly blending expert training sessions with a networking-rich conference experience, ensuring you maximize connections and knowledge for a truly transformative professional journey.

    Our Participant Profile

    Target Audience:

    • Pricing professionals at all levels
    • Product managers & marketers
    • Key account managers and sales managers
    • Finance and controlling professionals working within/ with Marketing and/or Sales

    This training is targeted at the following environments/sectors:

    All industries and sectors are welcome – we offer a holistic view as often practices are interchangeable and we can all learn from each other. This includes traditional industries learning from more innovative industries (e.g. SaaS) and vice versa.

    In fact, it’s for everyone who wants to gain a solid basis in pricing or spice up their pricing skills in an intensive 2-day training.


  • Build a firm base for the ins and outs of pricing processes, strategies, and tactics. Learn, discuss, and reflect on how to increase your and your organization’s pricing maturity while working through the basics to define your own roadmap to realize margin improvement.




    Master the art of pricing to drive profitability, gain a competitive edge, and achieve business success.

    1. The importance and impact of pricing

    • Gain a comprehensive understanding of the significance of pricing in business and its role in shaping a company's profitability and success.
    • Examine case studies and real-world examples to illustrate the impact of pricing decisions on both businesses and consumers.
    • Learn how pricing can be used as a competitive advantage and a tool for achieving specific business objectives.

    2. The roadmap to pricing excellence

    • Reflect on a structured approach to pricing by learning about key steps, challenges, and the need for ongoing development.
    • Create your roadmap for implementing pricing excellence, including goal setting and key performance indicators (KPIs).

    3. Gaining transactional control

    • Understand how to regularly review insights from your data is one of the most powerful pricing tools you can use to have effective control and identify areas of improvement.

    4. Installing your pricing policy

    • Explore various pricing strategies and their implications for revenue generation and market positioning.
    • Explore the concept of value-based pricing and how to align pricing strategies with customer perceptions of value.

    5. Closing the knowledge gap - the pricing toolbox

    • Understand how to conduct pricing research and analysis to make data-driven pricing decisions.
    • Identify common pricing challenges and how to address them, including pricing pressure, competition, and market changes.

    6. Price getting

    • Deep dive into the price waterfall to understand how discounts, rebates, and other incentives can align channel behavior with your own goals.
    • Remember how homus economicus comes into play for pricing decisions.
    • Learn how to avoid price pressure and price wars and how to fight them when fighting is unavoidable.

    Wrap-up/lesson learned

    Personal action plan

  • Avatar

    Pricing Advisor | Author of ‘The 10 Rules of Highly Effective Pricing’
    Dr. Danilo Zatta

    Danilo Zatta is one of the world’s leading advisors and thought leaders in the field of Pricing and TopLine Excellence. As a management consultant for more than 25 years, he advises and coaches many of the world’s best-known organizations.

    The Financial Times defined him as ‘one of the world’s leading pricing minds’. Dan has also been recognized amongst the Top 5 Pricing Thought Leaders on LinkedIn, in the list of the most engaging and impactful pricing thought leaders globally. His advisory work typically focuses on programs of excellence in pricing and sales, revenue growth, corporate strategies, topline transformations, and redesign of business and revenue models.

    Dan has also written 20 books including The 10 Rules of Highly Effective Pricing (Wiley, 2023), the international best seller The Pricing Model Revolution (Wiley, 2022), translated into 10 languages, At the Heart of Leadership (Routledge, 2023) and Revenue Management in Manufacturing (Springer, 2016). 

    Dan graduated with honors in economics and commerce from Luiss in Rome and University College Dublin in Ireland. He got an MBA from INSEAD in Fontainebleau, France and Singapore. Finally, he completed a PhD in revenue management and pricing at the Technical University of Munich in Germany.

  • Dates & Fees

    Start : 12 Nov 2024 at 09:00
    Duration : 2 days
    Location : Amsterdam (Leonardo Royal Hotel Amsterdam)
    Fees : €1920.00


    15% discount if you register with 2
    25 % discount if you register with 3 or more
    10% discount for our CPM Alumni
    €300 discount on certification programs for EPP Prime Members
    €150 discount on open programs for EPP Prime Members

    Hotel info

    This Training is attached to the Global Pricing Forum

    • Please note that the program fee does not include travel expenses, accommodation, individually organized dinners and other incidentals.
    • VAT shall apply at prevailing rates according to local (country of training) laws and regulations.
    • We try to negotiate special hotel rates if possible - please ask the hotel for the best rates.
    • If you have special requests, please connect with
    • Please note that EPP reserves the right to cancel or postpone events/sessions, or alter the country, location or venue in case of force-majeur, unforeseen circumstances, or if minimum registration numbers are not met. In case of such cancellation, postponement or alteration by EPP, registrants will receive a rollover credit for attendance at the rescheduled sessions.
    • For more information we refer to our Terms and Conditions.

Hear from our participants

Patient Care Solutions
Mae Sattam
GE Healthcare

It was a great course and is already paying dividends with our pricing team! GE Healthcare

Senior Pricing Analyst
Thad Seymour
GE Healthcare

The MedTech Pricing training was very informative and offered valuable ideas to improve our team’s pricing act...

Pricing Specialist
Sofie De Groote
Hyundai Europe

This training was very valuable to me to get to know the practical process of value based modeling and I will ...

Executive Director - Product Management
Robert Morrison
Totally Money

I found the Subscription Based Pricing course exceptional. I wanted to get up to speed on best practices, but ...

Global Markets Pricing Leader
Kassandra Klaritsch

The Strategies & Tactics of Pricing Training is an excellent session that helps leaders with diverse level...

Spare Parts Pricing Manager
Fabian Mattes

The Spare Parts & Service Pricing training by the European Pricing Platform was a very intense and focused...

Senior Commercial Manager
Tom Grange
Virgin Media

Good content, excellent moderator and insightful debate across a range of different pricing analisyis techniques.

Sr. Pricing Administrator
Hermine Viaene
Samsonite Europe

The pricing research toolbox was very interesting , driven by a very professional speaker. We got a lot of ins...

Bart Dekkers

The Strategies and Tactics of Pricing training helped me to get a perfect overview on the different aspects of...

Pricing Strategy
Petra Reiter

Thanks for a really good training, I learnt a lot and I think Pol Vanaerde is a really good trainer, he has al...

Senior Pricing Analyst EMEA Surgical Devices
Marina Araujo
Covidien AG

To spend two days focusing on an item such as "strategic pricing" was a true eye opener in the sense that it r...

Aftermarket Pricing Manager
Laura Mayr

For me the EPP Spare Parts Training was the first training in my job as spare parts pricing manager so I didn'...

Spare parts manager
Lex Van Bruggen
Lely Industries

This spare part pricing masterclass gave me a really good insight into different pricing methodologies and how...

Business Controller
Kenneth Bengtsson
Mekonomen Group

Except for direct discussions with him, I have had the benefit to listen to Tord during two occasions during N...

Vice President Marketing
Roberto Santos
Klöckner Pentaplast

Christian Wirth has a vast experience around pricing leadership in many different businesses. Companies today ...

Pricing Manager
Sven Kopp
Gardner Denver

As a Pricing manager in a classic B2B industrial manufacturing company, it was awesome to learn more about oth...

    Senior Strategic Pricing & Business Manager
    Linda Thalmüller
    FresenIus medical Care

    Great experience, relevant insight backed up with sound practical  experience of trainers that makes you reflect.

    Pricing Manager
    Dieuwke Systema

    The CPM certification programme made me realize that in the stage DTG is in, I needed to see Pricing as a proj...

    Pricing Analyst
    Panagiotis Giannakopoulos

    The CPM Program provides great insights and best practices for pricing through a group of knowledgeable speake...

    Strategy Implementation Manager
    Federico Boccardo

    Before joining the Certiffied Pricing Manager Program my organisation didn’t have a defined view on its pricin...

    Finance Project Manager
    Debbie van Birgelen
    IDEXX Laboratories

    "I highly recommend the CPM program, not only is the content, and expertise of the speakers excellent, but par...

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