The whole raison d’etre of
business is to make a healthy profit, and that means healthy margins. Research
shows that the greatest predictor of long term business health is the size of a
firm’s gross margins actually achieved. And the greatest influence on this is
the degree of control that the firm has over the price it gets for its products
in the market place (i.e. the business is a price maker, NOT a price taker).
However, even if the potential for healthy margins is created by the excellence
of the firm’s products and the way these are taken to market, margins are too
frequently eroded by misguided and often misinformed pricing practices in the
field.
This 2-day training course is
designed specifically for the two aspects of the target groups, i.e. such as
‘Product Managers’, ‘Marketing Managers’, ‘Field Sales Teams. The sales and
marketing team members attending will have a set of tools and techniques plus
the understanding to use them, which if applied well, will enable participants
to ameliorate the erosion of profits that have often occurred in the past and
the pressures to lower prices that will continue into the immediate and
foreseeable future. As a result of this training those who attend will be more
able to defend (and fight) their corner, better to maintain their company’s
market share, prices and profit.
Main Topics
-
Slashing
price to improve and increase sales volume: Discussing the dangers of
discounting
-
Segmenting,
targeting & positioning via price positioning
-
Successful
metrics for applying a Value Based Pricing (VBP) strategy
-
Grasping
the power of Levitt construct, spidergramme and conjoint analysis
-
Negotiating
your way to a great deal by getting into the mind of the buyer
Key benefits of attending this
event
-
Defining and setting
the right price (& pricing strategy) for the market and for the various
segments / targeted customers
-
Adding real value for
the client so as to maintain margins
-
Having a working
understanding of how to assess where they stand with a buyer via the use of the
‘buyer’s matrix’
-
Identifying the buyer’s
imperatives, his/her favourite strategies and tactics to achieve them,
including their ten (or more) favourite lies
-
Negotiating price effectively
with a comprehensive understanding of the tactics of ‘Bundling’ and ‘Breaking’,
when to use them, the ploys that some buyers use to gain an advantage and how
these can be countered
FOR MORE INFO, PLEASE CONTACT MS.
LEE CHEW WAN REFERRING TO CONTACTS BELOW
