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Pricing for Non-Pricers 2025

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  • Overview

    This program is designed to demystify pricing concepts and equip business leaders, managers, and teams with the essential skills needed to drive profit growth through strategic pricing. This course offers a step-by-step guide on how to shift from traditional cost-plus methods to dynamic, value-based pricing, empowering participants to make informed decisions that align with business goals.

    Key Focus Areas:

    1. Fundamentals of Pricing: Gain a clear understanding of pricing principles and their impact on business performance, learning how to effectively set and manage prices even without prior pricing expertise.
    2. Value-Based Pricing Strategies: Explore how to move beyond cost-plus pricing by setting prices based on perceived customer value, enhancing profitability and competitive edge.
    3. Practical Tools and Tactics: Learn actionable strategies to avoid price wars, implement innovative pricing models, and increase prices while maintaining customer satisfaction.
    4. Governance and Price Image: Establish strong pricing governance, create a compelling price image, and develop a structure for managing discounts and delegating pricing authority.

    Pricing for Non-Pricers training is perfect for professionals who want to leverage pricing as a strategic tool to boost profitability and drive sustainable growth.

    Our Participant Profile

    This course is ideal for professionals who want to enhance their understanding of pricing strategies without being pricing experts. It is specifically designed for:

    • Business Managers and Executives looking to make data-driven pricing decisions that maximize profitability.
    • Sales and Marketing Teams aiming to understand the impact of pricing on customer perception and sales outcomes.
    • Pricing and Finance Professionals seeking to align pricing strategies with overall business performance and financial goals.
    • Product Managers and Business Developers who want to implement value-based pricing and create competitive advantages in the market.

    This course provides practical insights that help transform pricing into a powerful tool for driving growth and profitability.

  • Unlock the potential of pricing strategies without needing an in-depth pricing background. Gain a comprehensive understanding of pricing, moving from traditional cost-plus approaches to more sophisticated, value-based strategies. 

    LEARNING JOURNEY

    Introduction to Pricing Fundamentals:

    • Gain a solid understanding of key pricing concepts and methods.
    • Learn how pricing decisions directly impact company profits and overall performance.

    Profit Drivers and Value-Based Pricing:

    • Discover the mechanics of profit drivers and their influence on pricing strategies.
    • Transition from cost-plus pricing to value-based pricing by setting prices based on customer-perceived value.

    Strategic Pricing and Competitive Advantage:

    • Explore how innovative pricing models can create new sources of competitive advantage.
    • Learn practical strategies to increase prices, avoid price wars, and observe successful examples of strategic pricing in the market.

    Pricing Governance and Price Differentiation:

    • Establish effective pricing governance, including authority delegation and discounting practices.
    • Master the art of price differentiation and learn how to justify price variations to maximize profit potential.

    Enhancing Price Image and Capturing Value:

    • Develop strategies to cultivate an attractive price image, boosting customers' willingness to pay.
    • Implement concrete actions to enhance pricing tactics and improve financial performance.

     

  • 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 : 16 Sep 2025 at 09:00
    Duration : 2 days
    Location : BelgiumTBD (TBD)
    Fees : €1920.00

    Discounts

    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


    • 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.

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
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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...
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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 ...
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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 ...
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Global Markets Pricing Leader
Kassandra Klaritsch
Nielsen
The Strategies & Tactics of Pricing Training is an excellent session that helps leaders with diverse level...
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Spare Parts Pricing Manager
Fabian Mattes
Ammann
The Spare Parts & Service Pricing training by the European Pricing Platform was a very intense and focused...
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Senior Commercial Manager
Tom Grange
Virgin Media
Good content, excellent moderator and insightful debate across a range of different pricing analisyis techniques.
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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...
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Director
Bart Dekkers
Stiho
The Strategies and Tactics of Pricing training helped me to get a perfect overview on the different aspects of...
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Pricing Strategy
Petra Reiter
BAWAG PSK Austria
Thanks for a really good training, I learnt a lot and I think Pol Vanaerde is a really good trainer, he has al...
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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...
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Aftermarket Pricing Manager
Laura Mayr
Stihl
For me the EPP Spare Parts Training was the first training in my job as spare parts pricing manager so I didn'...
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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...
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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...
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Vice President Marketing
Roberto Santos
Klöckner Pentaplast
Christian Wirth has a vast experience around pricing leadership in many different businesses. Companies today ...
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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...
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    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.
    Read testimonial
    Pricing Manager
    Dieuwke Systema
    DTG
    The CPM certification programme made me realize that in the stage DTG is in, I needed to see Pricing as a proj...
    Read testimonial
    Pricing Analyst
    Panagiotis Giannakopoulos
    IDEXX
    The CPM Program provides great insights and best practices for pricing through a group of knowledgeable speake...
    Read testimonial
    Strategy Implementation Manager
    Federico Boccardo
    Aliaxis
    Before joining the Certiffied Pricing Manager Program my organisation didn’t have a defined view on its pricin...
    Read testimonial
    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...
    Read testimonial

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