Setting Your Price
Applying a pricing strategy, presenting your pricing, and defending it.
About the Course
The Setting Your Price course helps you think through the various bottom-up and top-down considerations as you develop your pricing strategy, then prepares you to present and defend your pricing structure with prospects and clients:
- What's the best way to structure my pricing?
- What aggressive should I be with my pricing discounts?
- How should macro and micro-economic factors impact my thinking?
- How should competitors factor into my thinking?
- How do I gauge what the deal will bear?
- What's the best way to apply discounts to my services?
- How do I bullet-proof my proposal and defend it proactively?
- How do I present my pricing effectively?
- How do I tease out and address pricing objections?
In addition to the video-based presentations and demonstrations, you will receive:
- Workbook that you can download and print to guide you through the process
- Tools that you can download and start using, including the Pricing Considerations tool
Course Menu
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StartTransition from Costing to Pricing (1:44)
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StartDemonstration: Bottom-Up Estimation (8:58)
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StartGetting to a Good Deal (10:03)
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StartTour of the Pricing Considerations Worksheet (4:22)
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StartConsider Market Factors (8:17)
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StartConsider Client Factors (11:28)
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StartHow Do You Gather Intelligence? (8:49)
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StartHow Do You Handle Client Discussions? (12:44)
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StartConsider Internal (You) Factors (8:15)
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StartConsider Competitor Factors (11:45)
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StartWhat's the Competitive Landscape? (15:41)
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StartYour Assignment (1:17)
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StartLet's Apply Pricing Strategies (1:48)
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StartTypes of Pricing Strategies (11:19)
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StartDiscounting Approaches (3:35)
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StartVolume Discounting (5:39)
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StartExamples of Volume Discounting (16:20)
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StartPreferred Client Discounts (4:46)
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StartPromotional Discounts (3:35)
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StartHow Do You Choose? (9:05)
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StartYour Assignment (2:58)
Your Instructor
Gus has been helping organizations improve the capabilities and performance of their leaders and workers for over 20 years. For 15 of those years, he has run his own learning and development consulting practice and has worked with hundreds of client organizations ranging from pharmaceutical and consumer healthcare product companies to brokerage, banks, and insurance companies, from IT startups to long-established telecommunications service providers as well as law firms, retailers, hospital systems, and chemical manufacturers. In that capacity, he has led and collaborated with hundreds of employees, sub-contractors, and vendor-partners to deliver results for clients and their stakeholders.
Gus earned a PhD in Education with a minor in Management as well as an MBA, a BS in Marketing, and a Certified Performance Technologist designation. He has taught Masters-level courses in Instructional Systems Design and Change Management. He frequently delivers live and virtual workshops for leaders at all levels, regularly publishes and presents on these topics, and is a recognized thought leader in the talent development industry.