Turn differentiated value into better pricing decisions.
The most successful B2B organizations do more than create differentiated products and services, they understand how to quantify that differentiation and translate it into pricing decisions that reflect the value delivered to customers.
This intensive and interactive two-day training provides a structured approach to Economic Value Estimation (EVE) and its role within the broader value management cycle - from value creation and pricing to value communication and selling.
Led by the EMEA Pricing Team of Monitor Deloitte, the program combines proven methodologies, practical exercises, and updated B2B use cases. Participants will learn how to identify customer needs and value drivers, quantify differentiated value, and turn those insights into stronger pricing and value-selling decisions.
Program Highlights
- A structured methodology for performing Economic Value Estimation
- Feature-Benefit-Value Mapping to connect product capabilities with customer impact
- Practical techniques for quantifying differentiated value
- Pricing approaches for products, services, and digitally enabled solutions
- Tools to build and communicate compelling value propositions
- Updated exercises and practical B2B use cases
- Collaborative quantification of a real participant use case
Download the brochure to explore the full program!
Key Impact
Following the training, participants will be better equipped to:
- Translate customer needs into relevant and measurable value drivers
- Determine the Next Best Alternative and establish a clear reference point
- Connect quantified customer value with pricing and offer configuration decisions
- Communicate economic value more effectively to commercial teams and customers
- Support stronger pricing execution and value selling
- Apply a structured Economic Value Estimation approach within their own organization
From knowledge to practical application.
Deep dive into the process, the technique, and the use of Economic Value Modeling as an important instrument to understand, communicate, and sell your differentiated value.
1. Economic Value Estimation: The Different Steps
- Determine the Initial Price Band
- Refine based on Market Context and Profitability Analysis
- Validate and finalize Target Price by Segment
2. Feature-Benefit-Value Mapping
- Link features to Value Drivers
- How to create unique benefits with Digital Data
- Develop a preliminary Value Quantification
- Test and validate the Model
3. Exercise on Economic Value Estimation
- Apply the SPIN interview technique — Situation, Problem, Implication and Need — to uncover customer needs and prepare a benefit-value quantification
- Work through a practical B2B use case
- Apply the process and techniques to updated real-life examples
4. Economic Value Estimation as Input for Pricing
- Translate value into pricing
- Explore new earning logics in a digital context
- Exercise on price positioning
- Service pricing
- Digitally Enabled Solutions pricing
- Prepare differentiated offer configurations to meet the needs of different customer segments
5. Economic Value Estimation as Input for Value Selling: How to Equip Your Commercial Teams
- Value communication and psychology
- Examples of economic benefits perceived by professional buyers and their willingness to pay
- The behaviour of professional buyers from a neuroscience perspective through a B2B case study
- Exercise on value communication
6. Price Policies and Governance
- Explore how pricing policies and governance can support consistent execution and help organizations capture differentiated value.
- Collaborative Participant Use Case
- During the training, the group will work together on the quantification of a real use case brought forward by one of the participants.
If you need more information, reach out to us at academy@pricingplatform.com.
What's Included
- Full two-day training program
- Digital learning materials
- Coffee breaks, refreshments and lunches throughout the program
- Peer discussions and networking opportunities
- Certificate of participation
- Access to the wider EPP pricing community
EPP has secured preferential hotel rates for participants. Please visit the Venue section for booking details and instructions.
For special requests or additional information, please contact marta.amaral@pricingplatform.com
By registering, participants agree to the applicable EPP Terms & Conditions. Please consult them for further information regarding registrations, cancellations and program changes.
Participant Profile
This training is targeted at professionals working in B2B environments, including:
- Innovation Managers
- Product Managers
- R&D Managers
- Pricing Analysts
- Pricing Managers
- Segment Managers
- Marketing Managers
- Business Development Managers
- Sales Managers
Learn the necessary steps to perform Economic Value Estimation within your own organization!
Meet your trainers.
Bart Van Den Langenbergh
Director in the Commercial Strategy & Pricing Team | Monitor Deloitte
More than 12 years experience in Commercial Strategy & Pricing
Proven track record on Economic Value Estimation, Solution Pricing, commercial policy & gross-to-net optimizations - from strategy to execution. Trainer of the Value Based Pricing methodology
Led multiple big pricing transformations within Industrial Products and Consumer Business
Pauline Bauwens
Manager in the Commercial Strategy & Pricing Team | Monitor Deloitte
5 years of consulting experience with proven track record in commercial strategy and pricing execution
Led multiple strategy and pricing projects, combining strategic design with hands-on implementation (Anaplan integrated planning solutions)
Trainer of Value-Based Pricing methodology
Dates & Fees
Team & member 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.
Venue:
Van der Valk Hotel Brussels Airport, Belgium
Culliganlaan 4b, 1831 Diegem
For added convenience, the hotel provides a complimentary daily shuttle service to and from Brussels Airport, with a journey time of under 10 minutes.
Accommodation:
EPP has secured preferential room rates for participants attending the event.
To benefit from the special rate booking, please contact reservations@brussels.valk.com directly or reach out to marta.amaral@pricingplatform.com to request the booking reference code.
