Help Your Clients Harness the Power of Price Segmentation

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After your client has adopted the mindset of value based pricing, the second most profitable pricing decision they can make is to adopt price segmentation.  This simply means to charge different price to different customers.  It happens all around us.  In this class you will learn the 4 basic ways your clients can do price segmentation.  You won’t become a pricing expert, but you should become more comfortable having conversation around price to help you clients.  You may even pick up a pointer or two for pricing your own business.

Basic Course Information

Learning Objectives

• To get you comfortable starting a conversation about price segmentation with your clients.

Major Subjects

• Why Adopting Value Based pricing comes first
• The fairness of price segmentation
• The 4 categories of price segmentation
• How you can get better with Price Segmentation

Mark Stiving, PhD, MBA, is a widely recognized pricing expert and marketing pro who teaches companies how to boost revenues and realize their true value. With 25+ years’ experience in price segmentation, pricing product portfolios and visionary pricing, Mark’s analytical skills provide specific direction—and quantifiable results.

Sought after as a trusted advisor, Mark has consulted, trained and/or coached hundreds of companies including Cisco, Procter and Gamble, Grimes Aerospace, Splunk, and Crowdstrike. Mark uses a creative but pragmatic approach to help large businesses and entrepreneurs untangle confusion about pricing. All businesses can benefit from Mark’s value-based pricing strategies to capture their true worth, from start-ups to seasoned enterprises.

Pricing has been a lifelong passion for Mark. As a child, he contemplated why companies always use 99 cent price endings, which led to the question, “Do companies think we’re stupid?” He had a chance to study this question during his doctoral program at the University of California at Berkeley and hasn’t looked back since.

An award-winning speaker, Mark speaks at professional conferences for the Professional Pricing Society, International Quality and Productivity Center (IQPC), American Marketing Association, Consumer Electronics Design and Installation Association (CEDIA), Marketing Science and other professional settings. Mark is also the author of Impact Pricing: Your Blueprint for Driving Profits, which has helped business owners answer the fundamental question, “Am I pricing right?”

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