Value-Based Pricing: Moving Conversations from Price to Investment

  • Course Code: LEAD-410

  • Format: In-Person / Virtual

  • Description: Stop competing on price. Using Price Elasticity of Demand theory, this course teaches sellers to build "Total Cost of Ownership" (TCO) models. Shift the conversation from "Cost" to "Investment" by quantifying financial value.

  • Learning Objectives:

  • Build "Total Cost of Ownership" (TCO) ROI models.

  • Shift sales conversations from "Price" to "Investment."

  • Quantify financial value to defend margins.

  • Scholar-Practitioner Framework:

  • Theory: Price Elasticity of Demand.

  • Application: The ROI Calculator Build.

  • Curriculum: The Psychology of Price; Building the ROI Case; Defending the Premium.