Marketing and Sales

Building Tiered Subscription Pricing Strategies

Practical training in tiered subscription pricing, grounded in real cases and applied to your own operation.

  • 5training days
  • 4modules
  • 8sessions
  • 32topics
View packages and pricesCourse outline
Building Tiered Subscription Pricing Strategies
5days

About the programme

Course Overview

Most disappointing results in tiered subscription pricing trace back to an audience defined too broadly. Activity in the marketing and commercial practice capability is easy to generate and easy to mistake for progress. The material serves both public bodies and commercial organisations dealing with this part of marketing and commercial practice. Mature organisations treat tiered subscription pricing as a standing capability rather than a project that finishes. Participants test their assumptions about the wider marketing and commercial practice agenda against scenarios designed to break weak ones. Participants develop a defensible line of reasoning for the choices they make about this strand of marketing and commercial practice. Progress on tiered subscription pricing is usually lost in the gap between approval and execution. Participants leave with a method for the wider marketing and commercial practice agenda, not a set of opinions about it. Participants leave with a plan for this strand of marketing and commercial practice sized to what their organisation can realistically absorb.

Expected Learning Outcomes

  • Build the positioning for tiered subscription pricing around a claim competitors cannot honestly make.

  • Handle the trade-offs in tiered subscription pricing between speed, cost and assurance explicitly rather than implicitly.

  • Design the customer journey for tiered subscription pricing across the touchpoints that actually influence the decision.

  • Handle objections in tiered subscription pricing without conceding position immediately.

  • Diagnose whether a problem in tiered subscription pricing is one of design, resourcing or discipline.

  • Draw practical lessons from failures in tiered subscription pricing without assigning blame that suppresses reporting.

  • Choose channels for tiered subscription pricing on evidence of where the audience decides.

Who Should Attend

  • Compliance and governance staff whose remit includes tiered subscription pricing.

  • Marketing managers responsible for tiered subscription pricing.

  • Risk managers assessing the exposure created by tiered subscription pricing.

  • Product managers whose proposition depends on tiered subscription pricing.

  • Agency and consultancy staff supporting clients on tiered subscription pricing.

  • Customer experience managers improving tiered subscription pricing.

Course Modules

Open any module to see its sessions and topics.

01

Tiered subscription pricing: the customer journey and decision points

2 sessions · 8 points

Session 1Handling the objection to tiered subscription pricing that ends most conversations

  • Compare cost of acquisition against value in tiered subscription pricing.
  • Set out how exceptions to tiered subscription pricing are requested and approved.
  • Set the discount authority for tiered subscription pricing and require justification.
  • Build the content that answers the buyer's real question about tiered subscription pricing.

Session 2The handover between marketing and sales in tiered subscription pricing

  • Agree what will be standardised in tiered subscription pricing and what will not.
  • Benchmark the organisation's tiered subscription pricing against comparable operations.
  • Prepare the response for the most likely failure in tiered subscription pricing.
  • Define the handover point between marketing and sales in tiered subscription pricing.
02

Tiered subscription pricing: retention, loyalty and lifetime value

2 sessions · 8 points

Session 1The claim about tiered subscription pricing competitors cannot copy

  • Confirm that contractual obligations around tiered subscription pricing are understood.
  • Test the procedure for tiered subscription pricing against a realistic scenario.
  • Identify single points of dependency in tiered subscription pricing and reduce them.
  • Describe the buyer for tiered subscription pricing specifically enough to name who is excluded.

Session 2The decisions in tiered subscription pricing that cannot be delegated

  • Select channels for tiered subscription pricing based on evidence, then cut the rest.
  • Measure lifetime value from tiered subscription pricing, not just first purchase.
  • Agree the attribution model for tiered subscription pricing and state its known limits.
  • Define the trigger that would require tiered subscription pricing to be redesigned.
03

Tiered subscription pricing: audience definition and segmentation

2 sessions · 8 points

Session 1Where the buyer actually decides on tiered subscription pricing

  • Establish what evidence demonstrates tiered subscription pricing is under control.
  • Design the retention action triggered when a customer of tiered subscription pricing goes quiet.
  • Reduce the variation in how tiered subscription pricing is carried out between teams.
  • Review whether short-term tactics on tiered subscription pricing are damaging the brand.

Session 2Moving tiered subscription pricing from approval to execution

  • Document the sales process for tiered subscription pricing so a new joiner can follow it.
  • Map the decision journey for tiered subscription pricing and mark where the choice is actually made.
  • Define qualification criteria that disqualify quickly in tiered subscription pricing.
  • Rehearse the briefing on tiered subscription pricing that would follow an incident.
04

Tiered subscription pricing: positioning and the honest claim

2 sessions · 8 points

Session 1What to measure in tiered subscription pricing and what to ignore

  • Script the three most common objections in tiered subscription pricing and the responses.
  • Decide what will be stopped to create capacity for tiered subscription pricing.
  • Confirm that reporting on tiered subscription pricing reaches the people who can act.
  • Plan the sequence in which improvements to tiered subscription pricing will be introduced.

Session 2Defining the audience for tiered subscription pricing narrowly enough to matter

  • Establish who is informed, consulted and accountable in tiered subscription pricing.
  • Set objectives for tiered subscription pricing in revenue terms with a timeframe.
  • Set out the decisions in tiered subscription pricing that require sign-off and by whom.
  • Test creative for tiered subscription pricing at small scale before full commitment.

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

We will contact you within one business day to confirm.

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