• What is it?

    EVC (Economic Value Calculation) is an important step in the B2B value management cycle of value creation, value pricing, value communication and value selling.  This training programme is focus on the process, the technique and the use of EVC as important instrument to understand, communicate and sell your differentiated value.


    By attending this training, you will learn:

    • How EVC is used as a very effective process and tool to understand your value and align your organization around value discussions
    • How to use EVC as value pricing technique for B-to-B products and services
    • How to use digital data in the manufacturing space to create unique benefits for the customers
    • How to mitigate risk for revenues in a digitalized world
    • How to share the benefits of Digitally Enabled Services by defining new earning logics
    • How to uncover the economic benefits that B2B buyers are searching
    • How to identify differentiating product/service value attributes
    • How to translate product/service features and advantages into end user benefits
    • How to calculate and prove your differentiating value in economic terms
    • How to translate Economic Value into prices
    • How to define new earning logics in a Digital context
    • How to uncover and integrate price sensitivity factors into the net price
    • How to design your differentiating (and compelling) value communication
    • How EVC can be used to design new customer value models.

    Participant Profile

    This training is targeted at the following functions in B2B environments:

    • Innovation managers
    • Product managers
    • R&D managers
    • Pricing analysts
    • Pricing managers
    • Segment managers
    • Marketing managers
    • Business Development managers
    • Sales managers
  • Module 1: Economic Value Estimation

    • Determine Initial Price Band
    • Refine Based on Market Context and Profitability Analysis
    • Validate and Finalize Target Price by Segment

    Module 2: Feature-Benefit-Value Mapping

    • Link Features to Value Drivers
    • How to create unique benefits with digital data
    • Preliminary Value Quantification
    • Test and Validate Model

    Module 3: Exercise on Economic Value Estimation

    • Apply the interview technique SPIN (Situation- Problem- Implication – Need) to uncover needs and prepare a benefit-value quantification.
    • A real B2B case will be used to guide the exercise.

    Module 4: Economic Value Calculation as Input for Pricing

    • How to translate value in pricing?
    • How to create new earning logics in a Digital Era?
    • Exercise on price positioning
    • Service pricing
    • Digitally Enabled Solutions pricing
    • Differentiated offer configurations: Prepare options to meet demand from various customer segments

    Module 5: Economic Value Calculation as Input for Value Selling

    • Value communication and psychology
    • Examples of economic benefits perceived by professional buyers and their willingness-to-pay
    • The behaviour of professional buyers depicted by neuro-sciences (B2B case study)
    • Exercise on value communication

    Module 6: Price Policies and Governance

    Wrap-up and Key Take-Aways for the Training

  • Avatar

    Partner, Monitor Deloitte
    Marc Abels

    Marc has 20 years of experience in Go to market strategies and a deep expertise in pricing. He leads the Strategy & Analytics team (260 consultants) for Deloitte Belgium. He is one of the ‘pricing’ experts within Deloitte Europe and is a regular speaker on various pricing conferences (e.g. EPP- Pricing Platform).

  • Venue Information - Van der Valk hotel - Brussels Airport

    This designer hotel with a terrace is only 3.2 km from Brussels Airport and a 15-minute drive from the center of the city. Van der Valk includes a fitness center, free Wi-Fi and modern soundproof rooms with free soft drinks, tea facilities and water.

    Flat-screen cable TV, a work desk and tea and coffee-making facilities are standard in the air-conditioned rooms at Van der Valk Hotel Brussels Airport.

    Van der Valk Brussels Airport is a 5-minute drive from the NATO Headquarters. The Atomium is 20 minutes away by car. Guests can use a free airport shuttle service at certain times.

    Restaurant Catharina serves a mix of traditional and modern international cuisine in an elegant yet casual setting. Each morning, guests can enjoy a fresh and diversified breakfast buffet.

    Hotel Brussels Airport, Culliganlaan 4b 1831 Diegem Diegem

    Tel.: +32 2 277 20 00

    This email address is being protected from spambots. You need JavaScript enabled to view it.

  • Dates

    Type : In-Person
    Start : 28 Mar 2023 at 09:00
    End : 29 Mar 2023 at 17:00
    Duration : 2 days
    Location : Brussels

    Training Fees

    The normal fee for Economic Value Modeling is €1895.00 (+ VAT)

    The program fee includes

    The training fee includes :

    • Course material - print and digital
    • Coffee, tea & refreshments during the course
    • Lunches during the course

    It does not cover travel, accommodation or other incidentals.  We recommend you to book your flights/travel/accommodation in advance to avoid last rates.
    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 Astine Badeyan: astine.badeyan@pricingplatform.com

    * 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 please have a look at our  Terms & Conditions

    Training Fee 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.


Looking for advice or a customized training?

Contact our Learning & Development Managers:

Ripsime Matevosian - CPM programs and in-company/customized programs

Astine Badeyan – Open programs

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