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  • Overview

    This 2-day training offers a comprehensive foundation in pricing processes, strategies, and tactics. Participants will gain insights into both traditional and innovative price-setting methods, enabling them to enhance their pricing maturity and improve margins.

    • Pricing Processes and Strategies: Learn and reflect on the fundamental pricing processes and strategies to build a strong pricing foundation.
    • Defining Your Pricing Roadmap: Develop a personalized roadmap to improve pricing and achieve margin enhancement.
    • Price-Setting Methods: Explore classic and innovative methods for setting prices and understand their impact.
    • Handling Price Pressure: Identify factors causing price pressure and learn strategies to manage them effectively.
    • Interactive Case Studies: Engage with real-life cases and practical exercises to apply learned concepts.
    • Peer Learning and Discussion: Share experiences, ask questions, and benefit from peer learning to deepen your understanding.

    ‘Register to this training and choose as a gift 2 out of these 4 books published by Danilo.

    He will sign them and hand them over to you at the training.’

    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. 

     

    LEARNING JOURNEY

    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

    Danilo Zatta, PhD, MBA
    Pricing Advisor | Partner Valcon

    Dr. Danilo Zatta is a leading management advisor in topline growth. He specialized in profit improvement on the revenue side, with extensive experience in pricing. He has published over 20 books on topics including corporate strategies and pricing as well as many articles in various countries. He is a regular speaker and chairman at events, forums and leading business schools.

    He is the author of the international pricing best seller 'The Pricing Model Revolution' (Wiley) translated into 10+ languages and defined by the Father of Marketing Philip Kotler as best book on pricing. His new book ‘The 10 Rules of Highly Effective Pricing’ has been praised by leading C-levels.

    Dr. Danilo Zatta has been recognized by the Financial Times as 'one of the world's leading pricing minds'. Dan has also been included in LinkedIn's Top 5 Pricing Thought Leaders, a 'list of the most engaging and impactful pricing thought leaders globally'. Dan has also been defined as one of the TOP 50 globally leading Thought Leaders in both Marketing and Sales.

     

  • Dates & Fees

    Start : 26 Jun 2025 at 09:00
    Duration : 2 days
    Location : Barcelona (H10 Casanova Hotel, Barcelona)
    Fees : €1985.00

    Discounts

    • BRING A COLLEAGUE AND GET -15% discount on both tickets
    • REGISTER WITH 3 AND GET -20% discount on your tickets


    EPP member ? Log-in to get your member discount. 
    Find all your benefits in the membership area.

     

    Hotel info

    The training will take place at the Hotel H10 Casanova, Barcelona.

    For further information about the venue, please contact Francisco Porcel at francisco.porcel@pricingplatform.com.


    • 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 academy@pricingplatform.com
    • 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.

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