Draw practical lessons from failures in countering price wars without assigning blame that suppresses reporting.
Designing Strategies to Counter Competitive Price Wars
Learn to design, measure and defend your organisation's approach to countering price wars.
📍 Tripoli🗓️ 5 training days📚 4 modules🎓 Accredited certificate
5intensive training days
4scientific modules
8training sessions
32detailed points
Course Overview
Buyers now complete much of their decision on countering price wars before speaking to anyone. Activity in this part of marketing and commercial practice is easy to generate and easy to mistake for progress. It treats this strand of marketing and commercial practice as an operating discipline and equips participants to run it as one. Discussion is anchored to worked examples of countering price wars rather than to abstract argument. It is appropriate for those preparing to take on wider responsibility for this area of marketing and commercial practice. The version of the practice within marketing and commercial practice described in the manual and the version practised on the floor tend to diverge over time. Participants gain a clear basis for measuring what countering price wars has actually achieved. Mature organisations treat this part of marketing and commercial practice as a standing capability rather than a project that finishes. The programme closes with an action plan for the practice within marketing and commercial practice that each participant writes for their own organisation.
Expected Learning Outcomes
Handle objections in countering price wars without conceding position immediately.
Build the positioning for countering price wars around a claim competitors cannot honestly make.
Establish escalation routes for countering price wars that work outside normal hours.
Set the attribution model for countering price wars and understand its limits.
Prepare a short, evidence-based briefing on countering price wars for senior management.
Build the content that moves a buyer through countering price wars rather than merely informing them.
Who Should Attend
Sales managers leading teams that deliver countering price wars.
Those responsible for briefing external stakeholders on countering price wars.
Founders and owner-managers running countering price wars personally.
Marketing managers responsible for countering price wars.
Compliance and governance staff whose remit includes countering price wars.
Digital marketing specialists executing countering price wars.
Course Modules
Countering price wars: retention, loyalty and lifetime value
2 sessions · 8 pointsSession 1Where the buyer actually decides on countering price wars
- Build the competence framework that supports countering price wars.
- Compare the cost of countering price wars with the cost of its absence.
- Set out the decisions in countering price wars that require sign-off and by whom.
- Rank the weaknesses in countering price wars by consequence rather than by ease of fixing.
Session 2Who answers for countering price wars, and to whom
- Map the decision journey for countering price wars and mark where the choice is actually made.
- Set the discount authority for countering price wars and require justification.
- Draft the minimum viable go-to-market plan for countering price wars.
- Build the report on countering price wars that answers whether to spend more or less.
Countering price wars: the customer journey and decision points
2 sessions · 8 pointsSession 1Handling the objection to countering price wars that ends most conversations
- Write the positioning claim for countering price wars and test whether a competitor could say it too.
- Compare cost of acquisition against value in countering price wars.
- Test creative for countering price wars at small scale before full commitment.
- Select channels for countering price wars based on evidence, then cut the rest.
Session 2Building the method for countering price wars step by step
- Measure lifetime value from countering price wars, not just first purchase.
- Define the trigger that would require countering price wars to be redesigned.
- Rehearse the briefing on countering price wars that would follow an incident.
- Decide what will be stopped to create capacity for countering price wars.
Countering price wars: measurement, attribution and honest reporting
2 sessions · 8 pointsSession 1The handover between marketing and sales in countering price wars
- Define qualification criteria that disqualify quickly in countering price wars.
- Script the three most common objections in countering price wars and the responses.
- Structure pricing for countering price wars against perceived value.
- Confirm that contractual obligations around countering price wars are understood.
Session 2Qualifying out of countering price wars early and without guilt
- Assign responsibility for keeping documentation of countering price wars current.
- Reduce the variation in how countering price wars is carried out between teams.
- Close out actions on countering price wars rather than leaving them open indefinitely.
- Check that records of countering price wars answer the questions likely to be asked.
Countering price wars: audience definition and segmentation
2 sessions · 8 pointsSession 1Measuring countering price wars when attribution is imperfect
- Agree the attribution model for countering price wars and state its known limits.
- Choose the next segment for countering price wars and state why it is next.
- Set out how exceptions to countering price wars are requested and approved.
- Set escalation thresholds for countering price wars that work out of hours.
Session 2The hard cases in countering price wars and how to reason about them
- Define the handover point between marketing and sales in countering price wars.
- Set objectives for countering price wars in revenue terms with a timeframe.
- Agree the smallest change to countering price wars that would be visibly useful.
- Document the sales process for countering price wars so a new joiner can follow it.
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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