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  • Develop and implement data-driven pricing strategies

    This training provides a structured, data-driven approach to Value-Based Pricing, focusing on how market data, customer insights and competitive intelligence can be translated into concrete pricing decisions. 

    Participants will learn how to collect, analyze and interpret pricing-relevant data,including customer willingness to pay, price sensitivity, competitive benchmarks, and how to use these insights to design pricing strategies, price models and commercial rules. 

    Through a combination of concepts, real-world examples and practical exercises, the training bridges the gap between pricing research and execution, enabling participants to develop actionable, defensible and scalable pricing approaches grounded in data and market evidence. 

    Key Outcomes

    • Turn market, customer and competitive data into clear pricing decisions
    • Quantify value, willingness to pay and price sensitivity with proven methods
    • Design effective price strategies, models and commercial rules
    • Reduce discounting and strengthen price defense with value-based arguments
    • Leave with an actionable, data-driven pricing action plan

    Our Participant Profile

    This training is designed for professionals with expertise in pricing, revenue growth, marketing, sales, and product management across various industries, including:

    • Pricing Professionals: Pricing Director, Pricing Manager, Pricing Analyst.
    • Revenue Growth Professionals: Revenue Growth Management Director, Revenue Growth Management Manager, Revenue Growth Management Analyst.
    • Marketing and Sales Professionals: Marketing Director, Marketing Manager, Marketing Analyst, Sales Director, Sales Manager, Sales Analyst.
    • Product Management Professionals: Product Manager.
    • Industries: Manufacturing, Technology, Retail, Professional Services, Healthcare, Consumer Goods Logistics, Energy, Travel and Tourism.

    An immersion of 2 days can not only accelerate knowledge sharing but boost your team cohesion and transfer to practice! This training is for anyone who wants to improve their knowledge of the best practices in value-based pricing research techniques.

  • Enhance your pricing expertise through a practical, data-driven approach to Value-Based Pricing. Learn how to translate customer insights, market data and pricing research into effective pricing strategies, models and decisions.

    LEARNING JOURNEY:

    1. Process of Value-Based Pricing

    Understanding the process of value-based pricing (VBP)

    2. Pricing segmentation

    Segment your market first
    Understand the value of segmentation
    When and how to segment customers
    How to use pricing research to segment customers
    Shall we segment customers for our pricing research, or shall we conduct pricing research to segment our customers?

    3. Understanding Price / Value and Value Drivers

    How to measure price and value perception
    Understand the utility per feature
    Building your value proposition
    Exploring the willingness to pay
    Overview of different methods to understand willingness to pay

    4. Measuring Price Elasticity

    Apply basic tools to your questions.
    Understand the limitations of price elasticity
    Measuring price sensitivity Vs measuring price elasticity
    Understand if and how to use basic tools.
    Applications of conjoint
    Understanding how the decoy effect affects conjoint measures.
    Understanding if and when to use which method.

    5. NeuroPricing

    How and why using science to identify value perception
    Understand case applications
    Learning to integrate digital and scientific tools

    6. Discuss and Define Your Optimal Price Point

    Optimal Price Point Definition
    Discussion of when and how to use the Optimal Price Point
    Wrap-up and Key Take-Aways for the Training 

    For the complete program and details, please download the brochure.

    Interviews

  • Avatar

    Danilo Zatta
    Senior Partner, Implement Consulting Group | Pricing & TopLine Excellence

    Danilo Zatta is one of the world’s leading advisors and thought leaders in the field of Pricing and TopLine Excellence and Senior Partner at Implement Consulting. 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. The Pricing Club defined him as ‘Pricing Gotha’. 
    He has led hundreds of projects both at national and global level for multinationals, small and medium-sized companies as well as investment funds in numerous industries, generating substantial profit increases.  
    Dan has also written 20 books including pricing best sellers like The 10 Rules of Highly Effective Pricing, The Pricing Model Revolution, Smart Parts Pricing, Revenue Growth Management, Pricing Decoded and At the Heart of Leadership.  

    Avatar

    Max Bonn
    Partner, Implement Consulting Group | Growth & Transformation

    Max Bonn is a Partner for Growth & Transformation in the Düsseldorf office of Implement Consulting Group. He helps clients achieve their growth objectives through successful transformation in the areas of pricing, sales, and marketing. Max primarily advises companies on growth strategy, monetization, and pricing—particularly in the industries of industrial products and services, consumer goods, e-commerce, as well as digital products and software. 
    In addition to his consulting experience, Max Bonn has held several leadership positions in B2B and B2C companies, which continues to shape his results-oriented consulting approach. 
    Max studied Industrial Engineering at Mannheim University of Applied Sciences and completed an MBA at Mannheim Business School and Emory University’s Goizueta Business School in Atlanta (USA), with a focus on organizational development and change management. 

  • Dates & Fees

    Start : 23 Jun 2026 at 09:00
    Duration : 2 days
    Location : Brussels (TBD - Brussels)
    Fees : €1985.00

    Discounts

    Bring a colleague – receive 15% off the total ticket price for both participants
    Register as a group of 3 or more – enjoy 20% off the total cost for all tickets
    EPP Prime Member – get €150 discount 

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

    Hotel info

    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.

  • Develop and implement data-driven pricing strategies

    This training provides a structured, data-driven approach to Value-Based Pricing, focusing on how market data, customer insights and competitive intelligence can be translated into concrete pricing decisions. 

    Participants will learn how to collect, analyze and interpret pricing-relevant data,including customer willingness to pay, price sensitivity, competitive benchmarks, and how to use these insights to design pricing strategies, price models and commercial rules. 

    Through a combination of concepts, real-world examples and practical exercises, the training bridges the gap between pricing research and execution, enabling participants to develop actionable, defensible and scalable pricing approaches grounded in data and market evidence. 

    Key Outcomes

    • Turn market, customer and competitive data into clear pricing decisions
    • Quantify value, willingness to pay and price sensitivity with proven methods
    • Design effective price strategies, models and commercial rules
    • Reduce discounting and strengthen price defense with value-based arguments
    • Leave with an actionable, data-driven pricing action plan

    Our Participant Profile

    This training is designed for professionals with expertise in pricing, revenue growth, marketing, sales, and product management across various industries, including:

    • Pricing Professionals: Pricing Director, Pricing Manager, Pricing Analyst.
    • Revenue Growth Professionals: Revenue Growth Management Director, Revenue Growth Management Manager, Revenue Growth Management Analyst.
    • Marketing and Sales Professionals: Marketing Director, Marketing Manager, Marketing Analyst, Sales Director, Sales Manager, Sales Analyst.
    • Product Management Professionals: Product Manager.
    • Industries: Manufacturing, Technology, Retail, Professional Services, Healthcare, Consumer Goods Logistics, Energy, Travel and Tourism.

    An immersion of 2 days can not only accelerate knowledge sharing but boost your team cohesion and transfer to practice! This training is for anyone who wants to improve their knowledge of the best practices in value-based pricing research techniques.

  • Enhance your pricing expertise through a practical, data-driven approach to Value-Based Pricing. Learn how to translate customer insights, market data and pricing research into effective pricing strategies, models and decisions.

    LEARNING JOURNEY:

    1. Process of Value-Based Pricing

    Understanding the process of value-based pricing (VBP)

    2. Pricing segmentation

    Segment your market first
    Understand the value of segmentation
    When and how to segment customers
    How to use pricing research to segment customers
    Shall we segment customers for our pricing research, or shall we conduct pricing research to segment our customers?

    3. Understanding Price / Value and Value Drivers

    How to measure price and value perception
    Understand the utility per feature
    Building your value proposition
    Exploring the willingness to pay
    Overview of different methods to understand willingness to pay

    4. Measuring Price Elasticity

    Apply basic tools to your questions.
    Understand the limitations of price elasticity
    Measuring price sensitivity Vs measuring price elasticity
    Understand if and how to use basic tools.
    Applications of conjoint
    Understanding how the decoy effect affects conjoint measures.
    Understanding if and when to use which method.

    5. NeuroPricing

    How and why using science to identify value perception
    Understand case applications
    Learning to integrate digital and scientific tools

    6. Discuss and Define Your Optimal Price Point

    Optimal Price Point Definition
    Discussion of when and how to use the Optimal Price Point
    Wrap-up and Key Take-Aways for the Training 

    For the complete program and details, please download the brochure.

    Interviews

  • Avatar

    Danilo Zatta
    Senior Partner, Implement Consulting Group | Pricing & TopLine Excellence

    Danilo Zatta is one of the world’s leading advisors and thought leaders in the field of Pricing and TopLine Excellence and Senior Partner at Implement Consulting. 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. The Pricing Club defined him as ‘Pricing Gotha’. 
    He has led hundreds of projects both at national and global level for multinationals, small and medium-sized companies as well as investment funds in numerous industries, generating substantial profit increases.  
    Dan has also written 20 books including pricing best sellers like The 10 Rules of Highly Effective Pricing, The Pricing Model Revolution, Smart Parts Pricing, Revenue Growth Management, Pricing Decoded and At the Heart of Leadership.  

    Avatar

    Max Bonn
    Partner, Implement Consulting Group | Growth & Transformation

    Max Bonn is a Partner for Growth & Transformation in the Düsseldorf office of Implement Consulting Group. He helps clients achieve their growth objectives through successful transformation in the areas of pricing, sales, and marketing. Max primarily advises companies on growth strategy, monetization, and pricing—particularly in the industries of industrial products and services, consumer goods, e-commerce, as well as digital products and software. 
    In addition to his consulting experience, Max Bonn has held several leadership positions in B2B and B2C companies, which continues to shape his results-oriented consulting approach. 
    Max studied Industrial Engineering at Mannheim University of Applied Sciences and completed an MBA at Mannheim Business School and Emory University’s Goizueta Business School in Atlanta (USA), with a focus on organizational development and change management. 

  • Dates & Fees

    Start : 23 Jun 2026 at 09:00
    Duration : 2 days
    Location : Brussels (TBD - Brussels)
    Fees : €1985

    Discounts

    Bring a colleague – receive 15% off the total ticket price for both participants
    Register as a group of 3 or more – enjoy 20% off the total cost for all tickets
    EPP Prime Member – get €150 discount 

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

    Hotel info

    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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