AIPC Masterclass | Pricing Models

Pricing Models

Date | 3 May 2021
Time | 1.30 - 4.00pm CEST
Registration fee | 250.00€

As the world begins to open up in 2021 we will see a move back to in-person events, but there are a lot of question marks now over the extent that this will happen. Companies have had to embrace digital rapidly, and beyond question have seen some benefits from it in terms of being able to reach people at considerably less time investment and travel expenditure. But digital cannot be the whole solution, and for the vast majority of companies they are going to want to blend digital and in-person to get the best of both worlds in the future.

How can venues pivot to this new approach, and how best to work up pricing models that are more suited to the environment than simply square meterage and catering pricing?

In this 2,5 hour masterclass we will not simply look at pricing models in isolation, as the various pricing models are inherently linked to the needs of customers and the value that they will get from an event. Therefore, we will explore customer needs based on feedback from actual customers, and by going into the sales approach needed to map value, work through the impact this has on pricing models to give some strong pointers and recommendations for the future.

Following topics will be touched upon during the masterclass:

What - Defining the challenge of how to price for a more complex solution that mixes digital and in-person not just for an event, but for a particular company.

Why - Exploring the impact that different pricing approaches have on the target customers, and ensuring we understand what matters to them.

Where - Does the product offer and pricing approach need to vary according to location of either the event or the buyer.

Who - Understanding your target market, their decision making processes and when and how to vary your model depending upon their role.

When - Understanding the buying process, and when to present price and when to hold it back for maximum impact.

How - Looks at a number of key pricing models and reflects on which to use when, and which ones work best for the end customer.

The Masterclass will be given by Steve Robinson, founder of Sales Engine. Steve has spent more than 25 years in sales, sales management and sales training and has worked on major deals for customers in Europe, the US and Australasia. He wrote and delivers the Executive summary writing module for the SAP Global Sales Academy and has supported our customers in winning in excess of £2bn worth of business in the last decade.



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