The Pricing Seminar Program
1. Seminar day
08.45 Get-together
09.00 Introduction: Why strategic pricing? Pricing as a profit lever – Results of the Riekhof study on the topic “Value creation through strategic pricing”
10.30 Coffee break
11.00 Lever 1: Pricing Research (1)
What we need to know about our customers’ price behavior and price perception. | The role of hypotheses in price research. | What you should know about price psychology. | How pricing research can be successful with simple means. | How to implement price tests.
12.30 Lunch break
14.00 Lever 1: Pricing Research (2)
Which hypotheses the participants want to test in their own pricing research. | Which methods of pricing research are appropriate. | How participants can establish pricing research in their own company.
15.30 Coffee break
16.00 Lever 2: Pricing Strategy (1)
How companies position themselves in terms of price strategy. | Why mid-price strategies are dangerous. | Which companies possess pricing competence. | How to build pricing competence in the company. | Why and how to differentiate prices. | How to occupy price ranges. | How to create a coherent price architecture. | The role of anchor prices. | How pricing can change in the life cycle. | What price adjustment strategies can look like.
17.15 Development of price strategic statements by the participants for their own area of responsibility
17.45 Transfer planning for the first seminar day
18.00 Afterwork talk with the speaker and end of the first seminar day
2. Seminar day
08.45 Get-together
09.00 Lever 2: Pricing Strategy (2)
What strategic role price-related customer types and market segmentations play. | What price strategies for volume increases and in skimming situations look like. | How value argumentation helps to open up price ranges.
10.30 Continuation: Development of price strategies by the participants
11.00 Coffee break
11.30 Presentation of the price strategies by the participants
12.30 Lunch break
14.00 Lever 3: Implementation of the Pricing Strategy
What tools are available for implementing pricing strategies. | How to use price targets and price planning. | How to use incentive systems for pricing. | How to determine responsibility for pricing. | When you need a price manager. | How to communicate prices internally and in the market.
15.00 Development and presentation of an implementation program for their own pricing strategy by the participants
15.30 Coffee break
16.00 Lever 4: Price Controlling
What tools are available for price controlling. | Where the data for price controlling comes from. | Which tools have proven themselves in practice. | When price-sales functions make sense. | What discount controlling can look like.
16.30 Transfer planning and final round
17.00 End of the second seminar day
Seminar Brochure
Here you can download the current seminar brochure as a pdf file.