Test creative and messaging on new product pricing models before committing budget.
Building Pricing Models for New Products in Competitive Markets
Learn to design, measure and defend your organisation's approach to new product pricing models.
📍 Abu Dhabi🗓️ 5 training days📚 4 modules🎓 Accredited certificate
5intensive training days
4scientific modules
8training sessions
32detailed points
Course Overview
Activity in new product pricing models is easy to generate and easy to mistake for progress. Attribution in pricing models is imperfect; that is not a reason to stop measuring it. The version of this part of marketing and commercial practice described in the manual and the version practised on the floor tend to diverge over time. The programme is built to be used, and every section of new product pricing models it covers ends in something applicable. They leave able to brief senior management on this area of marketing and commercial practice in terms that support a decision. The programme uses small-group work so that each participant's treatment of pricing models is examined, not just described. It is pitched for practitioners with responsibility for new product pricing models, not for observers of it. Practitioner evidence points the same way: pricing models improves fastest where responsibility for it is named and owned. The closing exercise tests whether the participant's plan for the marketing and commercial practice discipline survives a hostile question.
Expected Learning Outcomes
Structure pricing for pricing models to reflect value rather than cost.
Measure customer lifetime value arising from new product pricing models, not first-order revenue.
Present the case for investment in pricing models in terms that a finance function will accept.
Define the scope and boundaries of new product pricing models so that responsibility for it is unambiguous.
Set measurable objectives for pricing models tied to revenue rather than reach.
Handle the trade-offs in new product pricing models between speed, cost and assurance explicitly rather than implicitly.
Who Should Attend
Product managers whose proposition depends on new product pricing models.
Compliance and governance staff whose remit includes pricing models.
Managers of multi-site operations seeking consistency in new product pricing models.
Sales managers leading teams that deliver pricing models.
Commercial analysts measuring performance of new product pricing models.
Agency and consultancy staff supporting clients on pricing models.
Course Modules
New product pricing models: retention, loyalty and lifetime value
2 sessions · 8 pointsSession 1Qualifying out of new product pricing models early and without guilt
- Check that new product pricing models still works when volumes rise unexpectedly.
- Distinguish symptoms from causes when pricing models underperforms.
- Establish who is informed, consulted and accountable in new product pricing models.
- Define the handover point between marketing and sales in pricing models.
Session 2Testing the message on pricing models before spending
- Describe the buyer for new product pricing models specifically enough to name who is excluded.
- Set escalation thresholds for pricing models that work out of hours.
- Agree the attribution model for new product pricing models and state its known limits.
- Set the discount authority for pricing models and require justification.
Pricing models: channels, content and creative
2 sessions · 8 pointsSession 1Building the method for pricing models step by step
- Structure pricing for new product pricing models against perceived value.
- Collect evidence on the present handling of pricing models before proposing changes.
- Measure lifetime value from new product pricing models, not just first purchase.
- Review whether short-term tactics on pricing models are damaging the brand.
Session 2Where the buyer actually decides on pricing models
- Record what was learned when new product pricing models did not go as planned.
- Rank the weaknesses in pricing models by consequence rather than by ease of fixing.
- Script the three most common objections in new product pricing models and the responses.
- Confirm that reporting on pricing models reaches the people who can act.
Pricing models: objection handling and negotiation
2 sessions · 8 pointsSession 1Building lasting competence in pricing models
- Select channels for new product pricing models based on evidence, then cut the rest.
- Draft the minimum viable go-to-market plan for pricing models.
- Choose the next segment for new product pricing models and state why it is next.
- Compare cost of acquisition against value in pricing models.
Session 2Keeping new product pricing models alive after the initial push
- Write down the assumptions underpinning the approach to new product pricing models.
- Test creative for pricing models at small scale before full commitment.
- Build the competence framework that supports new product pricing models.
- Design the retention action triggered when a customer of pricing models goes quiet.
Pricing models: qualification and pipeline discipline
2 sessions · 8 pointsSession 1Keeping customers acquired through pricing models
- Arrange the handover of new product pricing models so capability survives staff changes.
- Remove steps in pricing models that add effort without adding assurance.
- Compare the cost of new product pricing models with the cost of its absence.
- Write the positioning claim for pricing models and test whether a competitor could say it too.
Session 2Handling the objection to pricing models that ends most conversations
- Define qualification criteria that disqualify quickly in new product pricing models.
- Prepare the summary of pricing models that senior management will read.
- Estimate the resource new product pricing models requires to run as designed.
- Map the decision journey for pricing models and mark where the choice is actually made.
Choose the package that suits you
Silver Package
At least 3 people
USD1,250
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Gold Package
At least 3 people
USD1,850
- 5-night stay in a 5-star hotel
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Complete your registration
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